I'm glancing over it because I've already mentioned it. You're saying "somebody, somewhere", as if this isn't the standard on damn near every platform already. I run a social networking website and I'm a nobody. I track clicks, engagement, likes, dislikes, and a whole host of other data. I think everyone does this. You're saying it as if it's some new top-secret concept that's inside information or something.
And yes, we use this data to try to figure out what their future data will look like so we can deliver that content, as well. Again, it's nothing new.