A 515 page file on a single customer ?!

OK, so they've figured out the guy likes Diet coke, and is likely to come back, and what exactly are they going to do with this information ?

I suppose they could send him a Diet Coke coupon, but they've already figured him as a sucker that is going to come back anyway.

I guess they could sell his data to someone else - maybe Burger King would pay to get a slice of this fast-food addicted customer ?

Really I don't get it. Sending out coupons is about the only thing that makes sense, but 515 pages of tracking ?!