Or am I missing something?
I think the only distinguishing factor is to target, it must gather data. So that means your activity is being tracked, stored, and shared with third parties. Of course for some people this will matter more than to others, but for those privacy focused you now know for certain they are storing data on you, potentially making money off of selling it, with no way to opt out.
This sentence sort of reads like there was a link expected to be in it, but I could be mistaken. I think I found it here.