The use-case isn’t advertising, it’s QoS. So you collect the data and give your best customers fast access, or maybe you balance it out: your most complaining customers get preferential treatment and the most reasonable wait a little longer on the line because you know they won’t complain.
Or, framing it more broadly: mass personalization implies a worse deal on average for everyone on the atomized/consumer/low-power (individual) side, because the high-power participants (companies) will optimize their outcomes at the expense of individuals.
