If they are using sociology to learn how to manipulate the masses better, then that is deeply worrisome.
The Congregational Make Up Research Project: WTB&TS wants to know you.
Manipulation and control are the primary tools emoyed by the Dark Lords since their inception. They excel at it, especially the sociological part, routinely pitting the rank and file against one another over conscience matters made to appear as laws.
They appear to have finally discovered data analytics, which have been used by businesses for decades to target market and manipulate buying decisions by consumers.
The Dark Lords simply have a new shiny toy to play with, but their objectives will remain the same. To maintain an iron fisted control over the rank and file, by any means necessary.
As they teach you in MBA class, you can't control what you don't measure. They are in the process of measuring.
Sad but true.