Consider: a very outspoken left-wing musician says "I don't want any conservatives at my concert". The venue is hesitant, but this is big money. Well, we've got an agreement with this facial recognition company and this other people metadata company- yeah, we can probably make sure there's no one at your concert that we know has ever been to a pro-life rally or has liked more than 5 tweets by Donald Trump. They refuse the ticket sales, and they refuse the entry at the show. They claim they're concerned these people will be disruptive.
There's nothing illegal about doing that. There's nothing impossible about doing it either.
Then it's "Anyone who has ever joined a class action lawsuit against a fortune 500 company"- we're afraid if anything happens, you'll sue us!
Or how about "Anyone whose metadata indicates they'd vote in favour of politicians who vote against tax breaks for new stadiums"? Best keep your political views quiet, lest your 'corporate approval credit score' falls too low.
There's lots of great reasons why companies wouldn't want to do these things. But it's all technically feasible today, getting more accurate and more feasible over time.