Avast antivirus in the news for selling data and blurring the line again between who or what is the actual product of a service. They claim all information is de-anonymised but there are concerns over how anonymous this information actually is.
"An antivirus program used by hundreds of millions of people around the world is selling highly sensitive web browsing data to many of the world's biggest companies, a joint investigation by Motherboard and PCMag has found. Our report relies on leaked user data, contracts, and other company documents that show the sale of this data is both highly sensitive and is in many cases supposed to remain confidential between the company selling the data and the clients purchasing it"