The biggest thing no one ever really mentions is what a criminal or hacker could do with your data. And the data being collected is much more than your like and dislikes. Let take Equifax for example. Somewhere on the dark web all of the adult population in America has their personal identity info waiting to be sold to anyone who wants it. With this info and combined with the info about your personality, anyone could be you. They could digitally clone you without you knowing until it's too late. Beyond that, someone could send some potentially damaging info to your employers or relatives. Maybe you have a squeeky clean record but no everyone does.

Privacy is not about hiding what you do from someone or some company. It's not about jumping on a bandwagon. Its about personal protection and security.