Probably a lot. My cousin (Nth generation rich white dude) took a class (at an ivy league school) on the more technical side of terrorism where the professor outright told them that the research they would need to do to get a good grade they would result in them getting a lot more "random" searches at airports and the like. He said other students confirmed that statement (I don't think he had had occasion to travel via air between taking the class and our conversation).
The commercial surveillance enabling this has been with us a long time, long enough that people working in that industry casually refer to their databases' keys as a person's identity! The recent innovations in commercial surveillance just make it harder to run away and start fresh, while enabling more efficient extraction through fine-grained price discrimination.
FB definitively know a lot folks' "political leaning" base everyone's "likes" in global scale and has profit from the info in the last elections.