Let’s just face it. Once the majority of people understand, data science (machine learning on custom behaviour mostly) will be the most disgusted job in the world. Mind boggling! You get shot right between the eye by doing it.

That counter/roller graphic is wrong.
How can third guy be going from 8 to 9 with the .99 not moving?

@bkwilliams the idea is to use machine learning to predict your behaviour. Adjusting price and bundle based on your expectations. eg, you purchased a lot recently, let’s promote you even more expensive bundle with even heavier “discount”, so you will take the bait. Who use it? A good example cloud be Spotify and Steam

So Jet.com

You are absolutely right.

In the early 20th century Amsterdam collected much data from their citizens. The idea was noble: Optimize the city for more efficient actions - in the end it probably would have helped to reduce poorness.
On thing they collected was the religion.

Some years later the political situation in a neighbour country has changed: It was the time of Nazi Germany. Once they invaded the Netherlands they got the collected data and used to find and kill Jews - something no one thought would be done with this data.

Still people haven't learned. Of course, Nazi Germany is history - but we still don't know how currently collected data will be used.
The techniques of creating meaningful results from seemingly irrelevant data will get better and better and they will be abused.