content: All of the information just goes into a massive database, and when they are interested in a certain person  Then we do all have a profile, whether someone looked in at John Doe 123 fake st is irrelevant to the fact that almost everything John doe did on the internet in the last ten years is in a database under his profile, it might be by name ip ect but it's all automated, no ones building peoples profiles they build themselves then people can search thme. Everything you've ever clicked on in the last x amount of years is somewhere doesn't matter if no one looked at it, YOU do have a profile somewhere.