[sizero]

The article mentions “while the underlying data may remain under the MoD’s control, any insights derived from that data do not. The implications of this, the insiders say, are far-reaching, especially because of the vast quantity of personal and other data the company has access to across UK government departments.”

[autoexec]

It's really the insights you get from data that is of value. It's no problem at all if some company has a list of GPS coordinates showing everywhere I've been until they start looking to see what those places are and start using that data to make assumptions about what I'm doing and where I'm likely to go in the future.