I feel like you are right, you are not the customer here but a product - a sensitive marketing data entry and information stored for every corporation to help them build their marketing strategy.
It is another step in evolution of mass data base of every human being. And I thought that facebook was bad enough.
The other alternative is that socialwallet.io will pay everything for it's users; tx fees, website design&maintenance, website hosting, running the Bitcoin nodes for the site etc. Doesn't seem even slightly realistic that the service is really free, the costs to the site for any significant number of users would be too much for any philanthropist.