Personal dignity is violated when institutions use biodata to influence the way people define themselves. Having segmented the population, corporations can then conduct controlled experiments on them to hone their marketing techniques. All the members in a psychographic class will be susceptible to the same forms of mental manipulation. And predictable profits. Many people are aware of telephone wiretapping.
Smart meters are far more nosy.
They can record which electrical appliances an occupant uses, and when. Utilities have already deployed it in pilot programs at thousands of U.S. homes. Their stated aim is to reduce costs and save energy. But the technology will also become a potent marketing tool. Companies could buy a profile of a household's appliance usage.