If so, then I really do wonder what they have on me, as they
a) never chat with me or even recognize me as a tier member or repeat customer in anyway
b) go above and beyond to seat someone in the "blocked seat" next to me
c) either think I speak Finnish or that I am death-mute so no need for speaking
d) have no clue to what paper I'd like to read
So I guess when they click my seat-icon they see "Grumpy deaf-mute who buys revenue J tickets anyway so we don't even have to try?"
But seriously, I wonder if they really collect anything special. I do know that CS and others has a display of some key facts from your membership, like how many years you have had your status. And probalby some transactional summaries like "last flight" et.c.
But other personal data? I do wonder. In fact, I promoted an idea a few years ago that they should use "preferred language of communication". It could be very useful both in CS and onboard. And everyone said "oh no, then can't/won't do that".
For instance, they could have HBL ready for me as that is the only paper I ever read onboard. But it usually is a fight to get it. First they offer a Finnish gossip-rag, then I ask for HBL, (sometimes need to phrase it in my very poor Finnish ), then they say "we don't have it". Then they go and look for it and find 20 copies untouched in an overhead.
If they really store useful stuff on people's profiles, this would be the first thing to fix. It would be enormously more useful than "I think I saw your face on another flight".