Capable and able are not the same. You can start collecting that data right now. It's also not a particularly complex task to collect information about people's habits.
I'm not capable of running a mile in 4minutes, that's not unfair for me to loose to someone that trained hard to be able to run that mile in 4 minutes.
Yeah, and I believe (based on past reporting) that this may be the case. They are essentially front-running other advertisers.
They sometimes (often) have "last look" -- so a bunch of companies compete to win an auction against each other, and then Google gets a chance to win against the winner of those. This means that Google can essentially maximize the profit they receive if they have a better bid, because they know exactly how much fee they can take without losing. Everyone else on the other hand, has to compete with _lower_ fees so they can win that first round of the auction.
If that's the case it is blatantly unfair. I don't think it is any longer though.