I hope that this language portends a paradigm shift where users are no longer kept in the dark concerning the inferences made by analyzing and correlating data that they, and others, submit. By incorporating language that protects users from unauthorized "use" of their data, I hope that this Directive will encourage industry self-regulation to the extent that unforeseeable inferences become a relic of the Internet's "wild west" days.
By unforeseeable inferences, I'm specifically referring to situations where a company like Amazon might tacitly suggest to your girlfriend to open a wedding gift registry. Its algorithm might to do this based on information gleaned from chat transcripts it licensed from Facebook. While certain laws might protect the actual transcripts from being transmitted to Amazon, nothing to my knowledge prevents Facebook from unforeseeably inferring that you intend to get married, based on complex natural language processing algorithms that it most certainly already employs. The EU's proposed Directive would, I hope, protect people from just that.
[1]: http://europa.eu/rapid/pressReleasesAction.do?reference=MEMO...