They do not have "identifiable information". They actually have your _IDENTITY_ as it is behind a paywall so they have collected your name, credit card and billing address in the process of you getting to it. In fact they even had the authority to do a credit check on you and collect that data too.
That is slightly different from scraping some "identifiable" information from bits and bobs.
Oher information could include:
Your (approximate) current location at time of login, the time of day you tend to browse the site, your prefered browser, the articles you read, the length of time you spend reading an article, etc.
I suspect they want to collect habits to link to identity data, rather than identity data itself.
They are helpfully going to tell you about things you might otherwise have missed.
After all, they're highly trained professional marketing people. Obviously they know what you want better than you yourself do.
And if some silly little end-user complains about it then he simply doesn't understand modern marketing.
Or of course it might just be that they're a bunch of slimy arrogant turds, but that can't possibly be true because they're highly paid.
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