@Onedropbeat
You talk of not wanting to contribute to a day harvesting machine.
But you go to a supermarket....which collects data not matter if you use their clubcard it not.
And let's assume you're accessing Mumsnet on an iPhone through Chrome.
Apple potentially know where you are, what apps your using, your name, your financial details, your ISP, your mobile network.
Google know your make and model of phone, your location,your personal data, which websites you browse, when you browse them, how long for, your search history, your ISP,your SIM card number, your Mac address.
Mumsnet knows your IP address, your email, your partial browsing history, they out cookies on your device to target add.
But no Tesco are the devil by wanting to know if you buy Heinz baked beans or Branston 