You've hit the nail on the head here. The only arguments in favour of these are money-oriented and therefore celebrating the fundamental move towards a dystopic future (insofar as it isn't already here, which is debatable to a painful degree).

Nobody wins here, except for a very small group of already outrageously powerful and rich people. Any regular human being will at best gain nothing from this and at worst have all of their information inserted into the Google silo.