I think this is the tip of a large iceberg, and we may see more of the iceberg in upcoming years. A large number of web users have discarded traditional ideas of privacy to post information about themselves.

Suppose Facebook applies some Machine Learning algorithm and can predict roughly which users will incur insurance claims. Inputs could include user-generated text, size and shape of social graph, entities recognized in user-generated photos, etc. That data would be valuable to insurers.

It seems like many of these users are mentally in a living room with their friends, while actually uploading their private info to a corporation's servers.