There's really not much in this, is there? Have we not concluded that

A) Modern governments will do anything they possibly can to infiltrate and track not just their own citizens but those of foreign states

and

B) The modern average consumer will place convenience above just about everything else in their lives, but especially any concerns about how their data is handled or its effect on their personal privacy

That the government in question in A, in this case, accomplished so much simply via marketing is a testament to B.

There's some chatter in the article pointing to the nationalities of those working in Dark Matter and Pax (Americans, Europeans, Asians and some Emirates), as though it too is consequential. How much of a step is it to make to work for the NSA as a contractor writing code to monitor people, or a US tech giant writing tracking and psycho-analysis tech via ads and other patterns, to doing the same for a company elsewhere for presumably a higher paycheck?

You could argue that some in the NSA are doing so out of patriotism and their new behaviour constitutes betrayal, but the same can't be said for former workers of Google or similar, and especially not Palantir.

I'm not sure what I'm expected to be outraged about here? The lack of something blatant points to why a clickbait headline may have been chosen for publishing.