Exactly. For example, there are also persistent rumours that somebody is selling about 1% of total credit card transactions to hedge funds, for stock trading purposes - which seems like a major issue on all sorts of levels.
If it's in aggregate and applied well, it can be immensely valuable. Some Capital One fraud researchers used similar data to get 1800% ROI a few years back:
Everyone with a credit card agreed to it. It's in the fine print. Don't want to be tracked shopping? Use cash and keep your cell phone turned off. And no modern cars with wireless comms either.