The data is already centralized in a "data lake" or data warehouse largely because a lot of data is desired by R&D driven data science teams to produce recommendations and personalizations. Engineers build the data collection without cringing because it really does, in addition to driving ad targeting etc, also drive real user features. You also tend to be bought-in when you work at a company. Honestly there is so much liquidity in the employment market in SFBA and Seattle and has been for so long now that a lot of sorting has taken place.

I think.