What people think of these programs is often linked to the perception of the product being sold. If a cigarette company did this, people would be pissed. McDonalds is kind of an edge case - everyone knows it's not great for you, but it's not as harmful as cigarettes or drinking so you get mixed takes.

The classic case here is Target inferring that someone was pregnant before her family did[1] - so yeah, this is nothing new.

[1] https://www.forbes.com/sites/kashmirhill/2012/02/16/how-targ...