It’s different because tech companies have inserted themselves as intermediaries into aspects of our lives that used to be essentially private. Activities such as: reading, dating, talking to friends, exercising, driving, reading a map, cooking, checking the weather, listening to music, watching movies, viewing pornography, getting medical advice, breaking and forming habits, menstruating, learning, sleeping, and many others are now frequently monitored and analyzed “in order to provide and improve the service”. All of this is subject to subpoena.

Edit: A few more: reading a newspaper, turning on a light, making a grocery list, setting the thermostat, going for a walk in the park.