That’s not mutually exclusive to datamining though*. Yes they have a product in their stores, but the customers are unwitting products (to another customer-group) themselves (tbf this happens a lot, which does NOT make it ok however)
*not saying this happens, I don’t know if the EPIC store datamines, I have never used it as I am on linux so I may as well not exist to EPIC
duckduckgo’d: ‘economist won a nobel prize for his theory that people don’t act 100% rationally so that’s why economic models were failing’ results was this:(theconversation(dot)com link), so I guess Richard Thaler is who you’re looking for.