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The scaremongering was about how they collect and use data. The programme was delivered in such a way that would scare some people. Very sensationalised. In my mind Amazon are doing no more than any other companies are doing. So for example, they can predict sales trends, choices we make through our searches and purchases, and as Amazon move into TV and digital services, they judge what we like to watch and listen too in order to sell us more of the same.
The idea that they are listening in is amusing. As if anyone has time or interest in that low level trivia!
Remember when the generation before last used to think that the people on the TV were watching them?!