They're not mutually exclusive. It's clear that organizations want to get as much information about people as they can. What they want to do with it will vary by the type of organization which ends up with that data.
Since they can sell and share this info with each other, there's a big incentive for any group which can grab private info to do so. Search engines, credit cards, government agencies, insurance companies, employers, social Web sites all think they gain when we lose our privacy.