And will be targeted by an avalanche of childbirth-related ads... Isn't this an old story now? We've already seen this happening even before evidence of women's health data being sold to ad companies...
I think even Flo's behaviour is not news, but it is worth distinguishing I think between more organic and generic targeting behaviour based on say searches for health advice or other products, and selling 'first-class' health data as it were which is a much stronger signal and feels more personal.