Also, when I send an email to my friend "laserpants@something.com", sure the data captures the send-to email address. But the data doesn't know who laserpants actually is, nor does the email content get saved. I'm not saying laserpants can't be found if the law decides to investigate, but I doubt it's a matter of pressing a button to bring up the real name of laserpants. Especially if laserpants uses different email addresses and a shared internet.
If you regularly send emails back and forth with a specific doctor, I have a pretty good idea which condition you have. If you regularly call a specific company at specific times, I have a pretty good idea that you work there. ...
Also, private surveillance is not about "finding you", but about influencing groups of people. For business purposes. Or maybe for political purposes. If I know that you are likely to be receptive to a specific kind of emotional message, I don't care what your birth certificate says, I care about how to get that message onto your screen in front of your eyes.
And finally, as other have mentioned: Yes, it is a matter of pressing a button. That is the essence of what Snowden revealed, if you will.