Corporation dislike saying "they pay for user data". They prefer to formulate it as "they provide analytics". So nobody pays landlord, instead information is funneled for free to half a hundred of "analytics" providers, who then regurgitate that data a little, and THEN sell it if there are any buyers. Conglomerates which effectively consist of multiple different corporations-projects don't even need to do it, they just pass user data to the colleagues.
That's my guess about this situation.