Earlier quoted context omitted.
If that's all you got from it then I should really do my best to write better. One of the key parts - to me - is that the data silos start trading your data as if it is theirs to whoever pays for it, and that goes a lot further than a real time bidding on ad space, even if that was the initial drive to collect that data.
Maybe an allegory about how, based on the tracking data, the price you pay for something (say airline tickets) changes. Or the availability of health insurance for your kids? I don't have any facts on which to base the latter, however, but I suspect it's either happening or only a matter of time.
edit: ok, found this: http://www.groovypost.com/howto/news/dynamic-pricing-use-chr...
But it's still a little weak as proof.