$5000 x 1m users... They're really reaching.
So many of us give away so much of our information so often we've all devalued our own information.
And the fact remains, whenever you visit a site, you have to give them your IP address and some particulars about your browser and equipment so they know what to send you! Private mode is not really much of a big deal.
These cases are always frustrating personally because I know that the case I'm working on with @apshamilton has a far larger value and is far more real.