I first saw real location data (at a car manufacturer) about 10 years ago. I was really shocked by how easy it is to quickly get a complete picture of the person. The fact that companies still try to claim anonymity would be laughable, if it wasn't so sad.
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The article also debunks the other arguments - that the data is secure (yeah, right) and that we consent. That "consent" is an oblivious consent, made possible by mass ignorance. Smokers also consent to smoking, but we mandate that explicit warnings be provided.
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The saddest part of this entire situation is that all of this extreme invasion of our privacy is for the sole purpose of better advertising. This is not a situation of a tradeoff between privacy and social benefit. This is pure greed and pure stupidity.
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