I think that for ANYTHING that requires an app and connection to the internet, we all should take for granted that:
1) data is being collected (e.g. my precious steps/vitals/food intake on fitbit)
2) data is being transmitted to "mother ship" and then sold to everyone that is willing to buy (e.g. why on earth did iOS fitbit app wanted to connect to facebook??? and then I stopped using fitbit - of course I was using a throwaway email and false name/DoB to begin with)
3) data is being correlated and adding more juice to each user's profile (e.g. iOS fitbit app getting my IP, fake-name, throwaway-email, vitals, not-my-iOS advertising identifier)
No way around this. Only using a good hosts file, PMP, and Firewall IP (on iOS and for jailbroken devices). Anyone who runs stock iOS or Android is in the mercy of all "these people".