I'm only speaking for myself here, but the potential for improving service for users is evident in almost every data point I gather, so I don't think that's lost on people. However, churning data on that scale is very costly, and that leads a company to not be picky about the clientele. Insurance companies, creditors, and the like would be just as keen on that data as retailers. For that reason, I avoid it altogether. Not gonna Oppenheimer this one.

Not that it matters much. The data is already out there; it's just not being fed into customer-facing services, because that's quite difficult in practice. I've done this a few times in my career - enterprise analytics are much faster to develop.