The new glorious world of big data and data analytics has one small problem. Just because you have a ton of data doesn't mean that there is any useful information in it. Really, what are companies going to be able to glean from such a database? That some peoples heart rate goes up when they drive? Which means what?
Insurance companies are the original big data users. Actuarial science is all based on the premise that it is possible to predict the likely outcome for an individual through the statistical analysis of the larger group. They have been doing this quite successfully/profitably since the 1700's. There is a definite point of diminishing return between increased revenue by identifying higher risk individuals and the costs associated with implementing those programs. If it costs $1 million to implement you would need to identify 10,000 people and charge them an extra $100 just to break even. If they can find a competitor whose rate is less than that $100 increase and leave then you start losing money, and not just the $100 but the original premium as well.
A lot of people are under the misconception that all they need to do is gather data and they will then be able to sell it. But the data has to be useful and I just don't see it in this case.