It was revealed that Honda sold data on customers for less than a dollar a piece. It’s not big money at all, but they cannot stop themselves.

Honda had enough customers that they still made millions selling that data. One company only gave them $25,920 for a bunch of it, but why should that matter when it was data they would have collected anyway, can still use themselves, and they're still able to sell it over and over and over again. It doesn't really cost Honda anything to do it so it's basically all profit for them. It tells us how little Honda values our privacy, not the value of that data to Honda.