[danpalmer]

This is fair, but hard to define. If you necessarily store data as part of providing a service, but don't use that data for (example) ad targeting, is that a problem? That's a service that cannot exist without data collection (examples being cloud storage), and a service that is valuable to users. Should we avoid services because of what they could do in the future?

Things like the DMA are addressing this well I think. The DMA aims to prevent sharing of data for things the user did not opt in to, that are outside of the product remit. So a hypothetical cloud storage provider could not use that data for ad targeting without getting an opt in from the user, but the user can still use the storage service.