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Yes, and the fact that data collection is forced upon us in our daily lives is exactly why it's worth resisting where possible. It would be great if everyone paid cash, if DNS were encrypted so ISPs couldn't spy on their users, if electric companies still came to check your meter once a month, rather than your consumption being transmitted to them in realtime.
I haven't analyzed what kobos send, but at a guess, they probably log when they're turned on, off, how much time is spent reading what. This information alone transmitted to Rakuten can reveal quite a lot about the person doing the reading, far more than a library or electric provider.
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