Back in 1996, I worked on the implications of matching just-in-time advertising with highly accurate personal data with the senior leadership of Firefly. My conclusion was that once that connection could be made, we create the opportunity for a demographic dystopia. In short, because you have great data (money, spending habits, public/network influence, etc.) you will get lots of free stuff. For example, you walk into a movie theater, ping the kiosk with you phone, and it says, "John Robb, it's so great to have you here. Please let us offer you a free ticket." The next guy in line pings it with his phone, "$17.95 please."
In short, a demographic dystopia, where having more gets you more, built into the fabric of our lives. Dave has a different take on this. He calls it, "The mother of all business models."