As someone who worked for an online marketing company and designed its tracking system, i can tell you that’s the most frightening part of it. Everything is logic,and is a logical evolution or improvement of the previous state.
Every intrusion of foreign company into your private life will be done for your own good, or at least for the benefit of the society. You don’t even need an evil genius at the head of some powerful tech company for 1984 to happen, because it’s simply the logic of the whole system we’re living it, that’s meant to go this road.