"...cost of recording, storing, parsing, and analyzing all that data..."
You do realize that this is exactly the Google and Facebook business model, right? Targeted advertising using user-generated content?
"The number of people that might sign up for privacy invasion in the interest of a 2 for 1 Big Mac would be so insignificant"
Over a billion people have signed up for Facebook, giving up their own social graph data and (as we've seen recently) address books, and that's just for a free shitty profile page whose design changes on a whim. Add a burger to that, and you've got a deal.
There's no slippery-slope here--at this point, the dataset is large and obvious enough that if you aren't blinded by the magical nerd future you'll see very reasonable concerns over what might happen.