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There are two kinds of information being talked about here and there should be a difference in how we treat things. For example: Amazon collects info on every time to help someone with a question. They know who has bought a product. They use this to recommend future products and ask you about reviews. They may even use this to give you a free ebook when you buy the paper back. These are internal uses. Nearly all companies keep this kind of data. Every time you use a credit card someone keeps track to send you a bill for example. The second kind of data is collected and then sold, this is the google model, and how they make their money. The use your information to devlop statistics so they use data to establish the groups you are in and then sell the statistics.
There is also a third type. The company wanting to know about you when you are close. For example you get an advertisement based on your proximity to their store. These collect data from the company and apply it to the individual but the data about the individual is computed locally on your phone.
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