RE: Free WiFi Could End Up Costing You More Than You Think

Well your PII doesn't really matter in a sense as in your name, gender and age but it does help. all they looking at is user A1 looks at this, performs these actions and then overlays it with other users who do similar things and try to group them together and see what prompts resonate best with each group

Still a good way to operate though, unfortunately, there is just no opting out of it all at this point.