Wouldn't Google or your ISP be a better source of this info than Alexa? Alexa only processes what you ask. Amazon already knows what I buy because I was buying it on Amazon before Alexa. Google (or Bing, etc.) knows a lot about what folks are looking at - the search engine is a double edged sword. All of what you describe happens now, and Alexa is not the cause. Targeted advertising has been going on before the Internet was invented - it just got much more efficient and direct. There are several distinctions to make here. Alexa is a tool - just like using a iPhone to access Google. There is very little that is piped thru this tunnel at my house; Alexa is my alarm clock, reports on the weather, and turns on/off my house audio in the morning. In the kitchen, she answers random questions, tells a joke, and manages timers. Unless you're arguing that Alexa/Amazon is recording everything, which is simply not true and I have verified it. It's a very limited portal. My computer and smartphone, on the other hand, have my taxes, bank account info, every e-mail I have sent, etc. Huge amount of data. Alexa, not so much. The issue some folks were making was about Alexa being an always on recorder sending your conversations to who knows where. This is not the case, and is easily verified with tools readily available. It wasn't about Samsung - I don't have a Samsung TV, and I don't know the particulars, nor can I test. Like you point out, we freely "give up" TONS if information for services. Gmail looks at my e-mail, and makes calendar reminders for airline tickets, for example. Very convenient, but has security implications. That's not what this thread is about, it's about Alexa. And my point - dovetailed into yours - is Alexa is the least of your worries.