It's hard to believe that the data in my exercise tracker has real, fundamental worth when I see so much targeted advertising that fails to leverage the data they already have. I suppose it doesn't matter to Google if someone buys a location-specific ad for a place I used to live in despite them knowing where my phone, purchases, and electoral record say I live but then why would them knowing my heart rate help them if they already know I bought a bicycle, search about bicycle parts, frequently use bicycle maps, and travel at about 15 mph?