The depth is worrisome because it lets them pick targets off early, which combined with corrupt entities like Facebook and Google, has been underway for a while. But the magnitude of the data available now - with bots and predictors and analytical algorithms - probably outstrips the snoopy biddie on the first floor, because like Zuckerberg likes to boast, they can in many respects now claim to know you better than you do yourself. Plus even that longitudinal thing.
Honnecker would have still been jealous :-/