A lot of the people I work with are looking for cheap wins. So they bend the rules and ignore ethics. Many retailers for example are data rich on the aggregate level. And could very likely achieve great results without trying to spearfish customers further. But the analytics insights required to do that take time and work. And marketers don’t like to do that. So they’d rather “enrich” crm data with Experian or some other service. When really they can’t handle they data they have and adding to it will just make it worse.