Anyone taking a vice article at face value is just as deluded as thinking that phones are recording 24/7 and sending the (massive data required) to then data analyse via speech to text and send you random online adverts as a loss leader.
I work in this field for one of the companies who will no doubt be mentioned. We have so much data being given freely via online habits that we are moving into new areas of signal spots being located in bricks and mortar shops. We do not have the capacity of the governments to dragnet every conversation you make and decipher the mundane to find the nugget of targeting ads.
What we do have is that the people who like to think they have never searched for such items before fall into 3 categories, they have, and forget they have researched it previously, the person they spoke to has already searched for it and because of there online connected presence via facebook/apple/google has put you into a group. Or the largest factor is that advertising has been very effective over the past couple of decades that you think you are bringing up new "random product" independently, this factor is the biggest 101 in being effective in marketing.
People are ignoring the 3rd factor and thinking they are above that, it does correlate over to points 1 and 2, but its not cost effective at the minute to introduce such measures, if it was being done it would have been highlighted and exposed by the whitehat community.
As I said, there is far too much data being collected already that the majority of those "alarmed" by this are more often than not the most oversharing on social media. It is not a cost effective strategy for the big 4, for all the people thinking their device is recording do not know where to look to see what has actually been recorded.
And yet, analysis shows that these same people are usually in support of government introducing more powers as they have nothing to hide so nothing to fear.