(Yes, I know the title is a direct reference to “that” advert with Marcus Brigstocke).
This BBC article is an interesting read.
https://www.bbc.co.uk/news/technology-48434175#
It should spark people to rethink what and where they share. If you submitted a subject access request you may be equally stunned to see what companies know – and surmise – about you.
And as shown, not all the guesses are accurate, perhaps that’s also driving this “fake” world we now seem to inhabit.