It was about having enough data to specifically target people with messages that would influence their vote.

At scale, such behaviour cannot possibly be good for democracy.

It was used to figure out which parties were most susceptible to being manipulated with misinformation and outright lies so that they would vote for people whom would ultimately harm their own interests. For example figuring out which groups of liberals could be pushed towards a third party candidate with propaganda so that that a conservative candidate could win the election and disadvantage the same folks. This is straightforward harm even if the election was still technically democratic it was swayed by manipulation partially funded by our enemies and those who aligned themselves with Americas enemies to get a president elected by the minority to harm the interests of the majority in order to enrich a much smaller minority.