Uber has joined the rank of Big Data sellers, up there with Facebook, Google and Visa. Uber users who are also preferred guests of Starwood Hotels & Resorts were given the chance to earn Starpoints whenever they climb into an Uber ride. All they have to do: link their Uber and Starwood accounts and thereby agree to sign away every scrap of (incredibly) personal (and quite valuable) data that Uber has on them.”]