This is only for now. Once they have the data, they can explore other options. Ads on the heads-up display? Ads on your dashboard? Ads on your map display? Audio ads injected into the audio stream from your phone?
I can forsee terrible dark pattern abuse by wrapping a shinkwrap license around the app that disables ads by making you promise the company can collect the data anyway.
TheLadders.com forces you to login to their site to disable spam e-mails from them. When you click "unsubscribe" it drops you back into their "so what kind of jobs do you want" loop rather than saying "sorry to see you go." So there is at least one example in the wild of trying to collect more data about you when you may be (as I am) trying to sever my relationship with a site rather than deepen it.
