I'd guess that their problem is data pollution (marketing unhappy, ads impressions unaligned, data needs to be cleaned anyway before PowerPoint presentations for shareholders are made). And technically: unnecessary database growth which impacts migration efficiency, backup size and duration and stuff like that.

They don't seem to care about ad impressions being unaligned when their ads hit people who consider all forms of advertising to be a form of offensive and unauthorized graffiti on the mind, AKA vandalism.