I've said it before and I will probably say it again, this is digital assault and should be thought of and treated that way. Companies, and their officers, should be treated criminally for things like this. Most people do not know/understand this is happening and that is by design. Is this view a little hyperbolic? Possibly, but the privacy scales are so far tipped against the average person right now that we need more extreme views and actions to start fixing things.