Seems to me that this is no different to what Google or Facebook do everytime you browse the internet.
Data mining is not a new thing. In this day and age - nothing is private. Either the government is filching your details, or a marketing company, or your bank, or the NHS, or some hacker in a foreign country via malware in that viagra email.
We have this obsession with maintaining our privacy in this country and it is based on an outlook that is 25 years out of date. The truth is the government neither cares nor wants to care about 99.9999999% of the information they collect.
Besides, all of your personal information is easily available to anyone with the know how, and it is a beast we have collectively helped to create through virile consumerism and increased dependency on technology. Medical records, financial records, employment history, tax history, criminal history, sex offence history, allergies, insurance claims, whether you like heterosexual porn or gay porn, what films you like, what hobbies you have, what technology you own/want to own, what you have recently purchased off Amazon, even down to what your house looks like via google earth, as well as floor plans if you have happened to advertise it on Rightmove.....every facet of most peoples lives is already out there.
We have soaked up the convenience of technology like a sponge, yet some act so shocked and surprised to learn of the side effects, or some of the ways the technology and data can be abused.