The reality is they don't need to listen.
They have so much data on users.
- how old you are
- where you are
- what you last bought
- when you just bought it
- who you are near
- what they bought
- what the people around you are searching and what ads they are seeing
- what is being bought and sold by everyone around you
- when you sleep
- what you eat
- the things you are chatting about on MMS
- where you go
- when you're home and when and where you work
It just goes on and on and on.
People think they are unique but they are not as unique as they think.