The issue is how is that data put to use - how that affects your life and whether those decisions were made with flawed algorithms or indeed flawed data.
And quite possibly, the whole process being so opaque that nobody understands how it works, or why certain things happened.
And, in my view, a lot of it comes back to a lot of these internet businesses scale only if they leave an element of fairness behind.
For example, if you are randomly banned from youtube by an algorithm, it's not economically worth it for Google to fund a process of proper appeal - because proper appeal process needs people.
You then have a choice - dispense with fairness and justice or dispense with a business model that doesn't scale in a fair and just way.