Quite so - it's clear they take an interest. I'm interested in why they take an interest - is it unthinking conformity ("well, that's just what you _do_", almost as if it would be rude not to ask) or if there is an agenda behind it.
My assumption would be that it starts as simply being a norm to collect the data which are then used to shape the behaviour of "the algorithm". That then starts looking like an agenda is at play, whether naturally-arising or otherwise.