The irony, of course, is that we do it ourselves (with rare exceptions). Posting pictures of yourself drunk or naked is a poor career move (again, with rare exceptions) yet people do it all the time. We use GPS devices so we could be tracked at any time. We freely post pictures and stories that should be kept private. It isn't Big Brother. It is our own choice. As Pogo said long ago, 'We have met the enemy and he is us.' It would be foolish to suppose that companies won't use any information they can find so easily.
They already do. What do you think Google is all about?
You see Google maps, the version everyone uses is the light version. There is a version that gives the address and record of every person at every address. And thats the version they sell to companies. I cannot even imagine the version they keep for themselves.