It's super aggressive data harvesting and aggregation you need to be worried about. What's the end game when employers, landlords, insurers, creditors etc have a stream of your purchases, browser history, location history, offline friends, etc etc? Social credit much?
I've been hearing about this dystopian future for as long as I remember and don't really see it pan out as bad as it's described. In fact the existing credit reports or DMV records already are some form of personal data aggregation and I don't hear people losing sleep over it