It’s not “a set of people” anymore it’s you, and there is always more data.

Buy some doughnuts for the office… your health insurance just went up.

You buy a new car which has fancy connected features, but now it sells your driving safety score to your car insurance company.

Buy a vegan ready meal, both vegan food companies and the meat industry compete for your business, you might get a few discounts, but your free will is being influenced.