I think PC gaming is just catching up to what phone apps have been doing for a good long while. Think about it; If I can collect and sell a bunch of user data just by making a quick app that let's you turn on your flash as a flashlight, then why can't we get just as much data or more from the games we are putting millions into? There's less info on dedicated gaming systems like Xbox and PlayStation, until you think about the info on your account. Credit card numbers, your transaction history, and anything you voluntarily add to your profile. Really makes me miss the days of Nintendo cartridges!