Well, I mean, what counts as exploitation? If I learn a lot about what shoes people like in my job as a shoe salesman, and I use that experience when new people come in to make recommendations, I think everyone would call that just good customer service. But when Amazon sets up an ML model to do the same thing, many people argue they're exploiting your personal data for the sake of profit.

Off the top of my head, I can't think of a widespread web-based ML application that some people don't consider exploitative. But is that a property of the ML or the people?