https://www.theguardian.com/technology/blog/2011/apr/25/goog...
https://theweek.com/tech/wifi-signals-now-tracking-users-at-...
https://www.youtube.com/watch?v=hlbjUvkoyBA
And here's the opt-out steps to get Google to stop scanning your Wifi: https://support.google.com/maps/answer/1725632#how_opt_out&z...
Sure, I would be disturbed that it's doing that sort of thing in spite of Wi-Fi being explicitly turned off.
What is the threat to me though?
Also, how do you pay for streaming channels, etc., if you don't give it any information?
Without either doing the fingerprinting from surreptitious audio recording in the room that other commenters mention, or else matching the unit serial number to the purchaser (requiring the retailer to leak personal info to the manufacturer), they can't match the unit's location to our identity.
Remember that it doesn't take much to identify someone: Gender, birthdate, and (zip code?) uniquely identify ~80% of Americans. From viewing habits, it should be easy to fingerprint someone - Chicago Bears fan; strong technology interest; on your city block; likes AI porn with Lara Croft; home during day Sa, Su, Tu, Th; watches YouTube videos about ...