The last I heard McDonalds said they aren't selling some of your data (like your credit card info or your location data) but that doesn't mean they can't sell other data, sell any of that data at some later date, or that the data won't get leaked or stolen and sold by someone else. Hasn't pretty much everyone gotten several data breach notifications by now?

a nicely packaged bundle containing the information of hundreds of millions of customers' travel/spending/lifestyle habits ... would allow a company to sell more shit to those consumers ... so that information is worth money .... especially when collected en masse ...