Re: Whataboutery
"2) It IS the US origin companies that are doing most of it"
It's the US origin companies doing it most successfully at present in the European region.
Most European data slurpers either have existing methods of obtaining information (i.e. relationships with retailers for sales data and potentially customer loyalty schemes) or feed their data into Facebook/Google for the analytics...
The Amazon model would be a form of the legacy model (i.e. the customer loyalty card that provides a identifier for historical purchases) assuming that no one has done anything dumb in Amazon in regards to passing data to third-parties.