Nowadays the Internet is filled with advertising that is completely useless, makes the advertiser spend money and tires a random network user. Even existing communication between companies and their clients leaves much to be desired.
Absurd situations happen occasionally. For example, a bank invites its active client to open a bank account when he or she has already opened it. That's because the company doesn't recognize its customer. Wouldn't it be better to show an add about favorable terms of getting a mortgage to the client who wishes to buy a house? So it becomes important not only owning the data but also managing it.