This kind of surveillance IMO is part of a far deeper trend.
From governments, to corporations. They want to track us 24/7, and there is always a proposed justification for it.
Governments will say it will give us greater security.
Corporations say it will give us better experience.
Managers will say it makes our company more productive.
etc.
But I think the honest justification is the power. Surveillance is power, because it gives those carrying out the surveillance awareness, data, and influence. Which is a power that can be used for commercial or political ends.
Like the Cambridge Analytical scandal, and the personalized/target online Ads phenomenon shows, data is being collected across the board, to profile and manipulate us, for commercial and political ends.