According to the claims, hearing aids worn by at least two users will work in tandem with a personal computing device to identify user identities, establish a communication link and then swap profiles -- not a list of likes and dislikes, but dynamic audio settings.
Other factors that will increase storage capacity growth are the creation and sharing of user generated content and the growth of machine to machine communication (and thus information storage) such as smart grid networks, video surveillance, big science in astronomy and physics and other emerging automated users of storage capacity.
This does not necessarily warrant increased advertising spending, but rather effective communication of a targeted message in order to increase consumption per user.