After a certain point, wouldn’t a company have all the relevant information for a set of people? What happens then?
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.