Who cares? I hate ads, but the ads I'm going to see might as well be targeted to me. They have a box that's smart enough to identify things like how you react to an event or how many people you play with. While I have doubts that it's going to useful data, if they want to throw this in a giant regression model along with how often you play, what games you're playing, your age or gender, etc, ....why care? I'm more angered that people make leaps from "collects data on you" to "Big Brother" than I am about a company selling statistics on how you use their devices. Google makes searches better by collecting data about you, Netflix (tries) to make movie recommendations better by collecting data about you. You know what doesn't collect enough data about me? My cable TV. That's why I have to listen to dozens of tampon, dementia, and proactive commercials every night. If my TV could measure my expression of disgust when middle-aged women walk along a beach talking about that not-so-fresh feeling, maybe I wouldn't have to sit through it 10 minutes of such irrelevant commercials a night.