Glad I went back to read this after originally missing the article. Here’s a heck of a paragraph:

While the sheer amount of data McDonald’s stored over the years caught me off guard at first, the way it was used by the company’s predictive algorithms was what I found most concerning. The company predicted how often I would visit in the next six weeks (2.16 times), what I would spend on average ($13.49), and what I would spend in total ($29.15). One reporter at WIRED joked that McDonald’s had created a Minority Report-style dossier to predict my next snack wrap purchase.