How in the world did you come to that conclusion? Any Meta app you have on your smartphone is doing what they can to collect heuristics in order to identify you and serve you Ads. How is that any different? It's just not as obvious.
> Only nobody cared because that was the time prior to the latest privacy awakening [...]
You make it sound like it's a fad or the user simply didn't care in the 2000s. Just because you can doesn't mean you should. If a private company would park a van in front of your door to observe you 24/7 in order to sell mundane details about your daily life to advertisers you'd be up in arms. Yet in the digital space it's no big deal.