it really doesn't matter since they are tracking patterns in the data, true they probably see the specifics to telemarketing companies, but the big data sets are of more value, and as you indicate they are inescapable, unless you want to be overcharged for hot dog buns.... For example people who are more likely to buy name brands are also more likely to get their flu shot, etc. the idea of big data is to tell stories that you can then use to sell (((monetize everything)))