We were once responsible for describing our own tastes, which meant we sometimes lied about them. At the very least, we had strategically selective memories.
But streaming services have put an end to that. Each year-end now brings massive number dumps from the likes of Spotify and Netflix, as if to remind us exactly how much personal information they can hoover up through users’ relationship to entertainment. Perversely enough — and to a strange acclaim in the world of creative marketing — these two digital giants have used their extensive findings to roast their outlying customers.
Source: How Brands Turned Trolling Into a Marketing Strategy