There is so much conjecture and just plain bad guessing in this article then if it is as you say…
Fergal Ó Ceallaigh

Are you sure they aren’t building a profile? What gives you that confidence?

If you had access to this data, why wouldn’t you try to build a profile?

“COMPLETELY ANONYMOUS” is often not as anonymous as people would expect. This could be a long list of my likes, dislikes, my connections with other “anonymous” profiles, ability to track my nameless self around a city. The only thing lacking here is a name and address.

That may be technically anonymous but I still don’t like it.