>> This stuff is barely scratching the surface of the data those companies collect and maintain, likely for long periods of time, just to analyze and improve customer experience.

> Heh, just to analyze and improve customer experience? Nothing else a bit more unsavory?

The point is this data would get captured regardless, surveillance or no. Mass surveillance (at least in this matter) often isn't so much about what gets captured, but how long it gets retained and who gets access to it.