This is the same story in Sweden too. For a short period, I was part of the team, and we were being asked to see how we can answer some questions with the information for something around 10k peoples information in Spain and Portugal. The way they just handed us the data and their explanation of why this is not going to bite us back made me sick and I just left right away. But the mentality of how to use these data in the business should be taught to mainstream marketers. Obfuscation of these data to not pinpoint a single person is not something that is as robust as people may think. I can easily find myself in our neighborhood since I know some key points about myself!