What this mentality engages in is an arms race to a user interface that requires no action from the user whatsoever. Thats the ideal end game here right? You make assumptions from mined user data and do everything for them. Idiot users, despite being a majority, should not sleepwalk every company into conducting as much aggressive surveillance and profiling as possible for "ease of use". Or assume that everyone wants to share their information for ease of use.