They aren't the only ones. The new Xbox console, the Xbox One (we call it the Xbone). was originally supposed to require an always on connection. to the point that the system would not function if you didn't connect it online once every 24 hours. and also required the use of the kinect (that motion control thing where you look like an idiot in front of a camera to make a game (or any thing on the console) do what you want).
Come to find the reason for both of these was that the kinect was always watching. and would scan your room for recognizable brands (doritos, coke, pepsi, etc) then combine that data with some basic info (number of people in the house, ages, etc) and send it off to market data researchers for targeted ads as well as to see how brands are selling and to who.
I mean, there was nothing in the data to identify specific people (outside the ads the xbox itself would show), but it was still a creepy revelation.
"The reason an author needs to know the rules of grammar isn't so he or she never breaks them, but so the author knows how to break them."