This, and because of this "goldmine" they will become a target for blackhats who will try to get their data. There are people who would pay in megadollars for that data (or even aggregate reports), so there's an incentive, and there's a market.
Exactly right. Sort of like BitCoin exchanges with hundreds or thousands of coins in a 'hot wallet'. It cannot help but attract those who would do anything for a few bucks.
