Like all good humour, the strip is a minor exaggeration of reality.
As we move more deeply into the connected world, we have no choice but to surrender personal data. As we surrender data, market managers are able to tailor-make a world of consumption for us–whether we want it or not. The upshot is that the world of big data is relentlessly conservative–it makes a model of “you as you are” and works to market at you from that position only. The poor are set up for predatory loans and exploitative “opportunities”, while the affluent are guided toward status-enhancement.
Tighten your seatbelts; things are looking bleak.