Big data can - and very often is - used to discriminate. It was only a matter of time before health insurers started using it to predict who might be more likely to get sick, and to charge them more (yes, they've figured out how to circumvent the ACA). ProPublica has the story here.
Be very afraid, especially if you recently moved to a smaller house or lived on a poor street growing up. And remember that automated analysis of Facebook likes indicates that if you like hello Kitty, you're more likely to be depressed. And that can be $$$.