The risks associated with companies having these vast swaths of data and what can happen as a result of it that i think is is what concerns me the most. There's zero evidence that google or facebook has ever provided the sort of granularity that would make it individually identifying people. The idea of this being a profile is is very problematic and troubling at the same time there's no evidence that Google or facebook have ever provided the kind of granularity needed to identify users on their own.