This data package, coupled with the intellectual property that enables appropriate time-delimited monopoly pricing to extract returns over time, is what creates the futures market for their currency.
Even though people who own gaming consoles are not representative of the general population (and many are not even of voting age), David Rothschild, an economist with Microsoft Research, geeks out over the possibility of using new weighting and de-biasing methods to extract more meaningful insights from his sample.
We get Amit's point, our devices have come nowhere near to maxing out the intelligence or utility that we can extract from them, but this just seems like another step toward over-reliance on technology.