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PayPal plans an ad network built off your purchase history
(www.theregister.com)
This is a most excellent place for technology news and articles.
That's very different, they want you to either pay or not have access. This would be you still having access, but being paid for giving them data voluntarily.
That's perfectly legal and employed across many European business entities.
You can't tie selling user data to some user payment at that level