Who would ever be happy to be tracked night and day by a corportion and by who ever pays them for access to the same data? Glad I've not got one. Some people have got private business to attend to.
I'm trying to judge where this comes on the Phorm scale of intrusions in to personal life. 8 / 10?
The only way this works for an advertising scheme is to dish up an ad for Burger King when you're stood outside a MacDonalds, and other such things. No one would be crazy enough to pay for a location based ad that said 'Try Burger King' when the punter is stood outside a bloody Burger King; that's what the sign over the door is for. But this means that companies are going to have to buy their 'location' for themselves so that competitors don't get hold of it first. It's another protection racket like Google's Adwords, and sharp practise of the worst sort verging on monopolised corporate blackmail.