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Shit like this is why I am always on my guard against offers of "free" anything from corpos. Always.
(i.imgur.com)
Sometimes they even get rubes to pay for the privilege of being exploited and sold off in marketable pieces, such as 23andMe. 
Is this why every brand is trying to force you to use an app?
This and skimming all sorts of data off your phone
Yeah. They're spying on you and either using the intel for their own r&d, or selling it, or both.