In my opinion, the problem is the mechanism itself. It is inherently totalitarian. To monitor people's every action, every move and every purchase, to cross-reference that data, and thus make it so that we know these people better than they know themselves, is a problem right from the outset. It is the very possibility of generating this amount of information that we should be mobilizing against.
I'm not going to give you a lot of bibliographic data. However, look at the thickness of this book written by Marc Goodman, a former Interpol and UN employee. In it, he sums up the technological crimes linked to mass data. I invite you to read this book, Future Crimes, the original version of which is in English. It shows to what extent the citizens of states that are no longer states governed by the rule of law when they allow this data to be collected and used, are structurally at risk of falling into an order where control is total.
I would have an example to give you, but I will let you ask a question so as not to monopolize your time.