"Why on earth wouldn't you be horrified by a company creating a shadow profile of you?!"

While we know the general class of such malicious activity is happening, the specific domain and scope is unknown to non-insiders. More importantly, the mammalian response actions to the emotion of horror are completely unsuited to the threat model in question. We need to be -completely rational- to have a decent chance of responding to this in a way that serves our general interest.