Thanks for the link, the part about disabling Ad privacy in Android is also helpful, I had no idea about this and all of it was turned on after the last os update.
Think the best response when I've told someone that their data is getting harvest was "Why wouldn't I want that?". That puts the statement of "I have nothing to hide" to shame
That is a real problem. In a perfect world you would want all of your data to be available to everyone who can use it to improve your live. And only getting advertisement for things you actually want/need (not only think you want/need) is a real improvement of your live.
Sadly "improving lives of consumers" is not the goal of any of the big data collectors and as such any data collected is or will be missused to cause harm to the owner even if it is not directly obvious.