More accurate spying - Who wouldn't want that?
It's a good thing for them, because they will be able to sell it for good money to Google/Amazon who will employ it to improve their profiles.
(And obviously also for those who will use it to collect "leverage" on certain people.)
But, as the article notes, we're just a small bunch of old fogeys always complaining; The younger generation is quite adamant about their right to be spied upon. Oh well.