I think what makes the consumer side actually more difficult than a particular industry, like the mentioned military work, is that idea of assigning value to the facts and data. Specialized areas are likely easier to figure out why someone is doing something or why something is happening. There are usually clearer purposes behind actions. Easier to assign value to data to find the patterns.
But in the consumer world there could many divergent reasons why people search for information on just about any topic or do something. I think Apple’s “personal data” approach could have bigger individual impact. But there is something to be said about including data from a more generalized group.
Thanks for an interesting read! I always enjoy reading your work.