It was a fun read but I feel like the article is also partly re-invoking your imagination on assumed stereotypes you already had.

I'm by no means an expert but from playing around with it a bit, it seems no different from something like Klout which came and past in that it takes your scores and mostly uses it to send you lame in-house 'benefits' promos that are more like normal ads.

Something like https://epic.org/algorithmic-transparency/crim-justice is far more impactful and interesting.

I think the article is just illustrative of what data is sloshing about, how it's being gathered, who is taking an interest in it, and an indulgence into the possible motives fueling it all.