In that document there is the concept of consent and that the consent can only be for the purpose the data was collected for. So should some clever company sell widgets at a loss to collect data and should that data then have an extra purpose in aggregate that does not fall into a protected area (like national security, government functions and all that) and the person did not consent to that reason, then you should (in theory) be able to bubble that argument up to the relevant courts for further inspection.
That's the theory, how well that works in practise... only time will tell.