Data are the new oil. And companies are using that. Sooner or latter mentality about it will change and people will use products and services where they dont give out any data. At this point of time there is lite demand fro that. But that will change. Probably already in this decade. If not this then next.
I hope you have heard the term "BIG DATA"
There is no privacy left and all our activity online and offline are traced and recorded in the form of data. This data can be used for good things like targeted marketing or it can be misused at any level.