Well, to be fair, they're undoubtedly trying to figure out how to tie it to your library records and what you bought from Home Depot but just can't figure out how to stop a disgrutled passed-over-for-promotion middle manager from turning them into the NYT.

Anyway, all this data gets stuffed into an enormous Oracle datawarehouse and a bunch of stat geeks that want to make more than they did at SAS sift through it at the behest of Ph.D. Sociologists, Anthropologists, Psychologists, and Statisticians. Who are having a blast because there is no budget limitations and they belive they can publish someday. :-)