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My issue isn't so much what they are doing with it, what the could do with it in the future. As of now, they're just trying to sell me shit I'm not going to buy, and influence my political and social views. I already avoid ads like the plague, and I'm pretty set on my politics.

What concerns me with this whole digital personality profile is that it wouldn't take much for bad actors to get their hands on this info, and use it to unequivocally screw me or my family. Force us to pay more for less on an individual level, deny opportunity, etc