What I think he's really talking about, when you read between the lines, is cross-marketing.
What he's talking about, when you read between the lines, is a dystopian surveillance state.
Even if it's all opt-in, the mere infrastructure to so intimately intertwine the online with the offline is inherently dangerous.
Not just because there is a risk of official abuse, but also because it'd be a big shiny target for hackers.
Even the companies who should be taking the most precautions still end up making thoughtless choices like tying in-air entertainment networks into avionics systems or in-car entertainment systems directly connected to the CANBUS.
It's not that this can't be done securely, it's just that it's nearly impossible that it would be.