Correct me if I'm wrong, but wasn't the quiz app just a way to gain access to a user's data? So it wasn't so much the content of the quiz that was revealing, just the access to data it provided.
I'm pretty sure their "psychometrics" play required the data users gave them as part of the quiz. The whole point of the exercise was to supposedly figure out people's personality traits from their social media profiles and let marketers target them based on that, and I think the personality quiz was probably the only way they could get ground truth information to train their model on.
