what we hear from customers, they don’t want to be sent lots of marketing and media messages that aren’t relevant to them

Yeah sure, if you phrased it as “do you want all the spam or slightly less spam?”, if you’d been honest and said “do you want us to track you and sell the data to the highest bidder?” then a few more people would have your you to fuck off. I’d like you to sell me the products I actually want and fuck off with every advert full stop, but one step at a time, eh?