It happens to institutional users also. Sometimes without their knowledge. Things like running a competitors data through a different competitors model and giving them the results, and not telling the source. I've seen this exact issue where a big lender was doing this to others lenders. Through a third party service that replaces whole departments of reviewers.
I hear rumors from security researchers as well regarding Tinder. They allegedly seem to leek a lot of personal info to 3rd parties.
hmm, is that better or worse than shalloting or onioning personal info?
When people actually learn what "cult of free" actually costs they get angry, then forget really fast. It's actually kind of amusing to watch, especially when older media keeps it in the spotlight.
Paying doesn't help. You end up with the money and your personal info gone.