You might get some snarky comments, but the way I envision it is that the fuller of a picture companies can get of you (when you’re running a vacuum, when you’re driving, when your lights are on and off, etc.) the more data they have to try and run predictive analytics on your behavior and that can be used in a variety of ways that may or may not benefit you. At this point it’s mostly just to get you to buy things they think you’ll buy, but what happens when your profile starts to match up with someone who commits crimes? Maybe you get harassed by the authorities a little more often? Generally the lack of consent around how the data is collected and how it’s used is the problem most people have.