The infrastructure of the Big Brother surveillance machine is the same as the infrastructure of the target-ads-better machine, the only difference is who is in charge of it. And relying solely on our current mechanisms to prevent the system being co-opted is naive. Especially given it’s already public record that some of these mechanisms have already been co-opted.

Also, that is just talking about the worst outcome, there are plenty of horrible possible intermediate outcomes, with the data being sold without restriction or not properly protected.