[richthegeek]

This is a completely circular argument which also happens to completely miss the point.

1. They want to show personalized adverts

2. So they collect and process the data to do so

3. And therefore because they've collected the data, they must be allowed to show personalized adverts.

Aside from it being complete nonsense, the contention is around the 2nd point. They should NOT be allowed to collect and process the data for that purpose without permission, which EU courts have repeatedly stated.