This is a common solution to the problem of PII, but without any information on returning users I would argue that it's value as an analytics platform is limite

This is a common solution to the problem of PII, but without any information on returning users I would argue that it's value as an analytics platform is limited. Few are the tools where you can grow the business without knowing the difference between a first-time and return user which is the reason cookies were invented in the first place. However, since such businesses already need to collect personal info as part of your account creation it shouldn't be hard to build analytics on top of that existing PII. If they are already collecting PII it doesn't seem to save much to have their analytics tool avoid it?