Everyone in this industry should be required to read Careless People by Sara Wynn-Williams about her tenure at Facebook. Not because the book is about how evil Meta/Facebook is as a company but because you get to see the lengths people go to mentally convince themselves they are the good guy. Repeatedly in the book she tries to assure herself she's making the world better and that there's actually an ethical, positiv…
From what I've seen the focus on a few big companies can have a backwards effect on some people's sense of morals. I've heard a few people justify their work for unethical companies as "At least it's not as bad as what Facebook does". It can also have the opposite of the intended effect when it encourages beliefs that bad behavior is normalized in the industry. I've heard an executive try to drum up support for a pro…
I'm not sure there's a significant meaningful difference between direct selling and what they actually do, which is to make it available to target and manipulate people with extreme granularity. This is a huge part of why a person may not want their data to be held much less purchased to begin with, meaning it's "doesn't sell your data... but does or facilitates all of the things you do not want a group, in buying it from them, able to do."
It's a distinction without much practical difference.
Also: They buy your data from other brokers who do sell it, vastly enriching the degree to which customers of their ad platforms can make use of the data you already know they have far, far beyond your ability to know their full capabilities and the profile they have on you.
Again, it's not actually selling your data, but it's worth noting that when "they didn't believe it", that misconception was possibly helped along by Facebook or Google being on of the potential customers for that data either directly or via the proxy of a data broker whose largest customers are companies like that.