Thanks for this. Never heard of it before but it seems to have started in 2013? It is good the articles can be read without signing up.
However, for myself, I will give the personal plans a miss. Even though they say they anonimise data, my understanding is that a main purpose of theirs is to collect personal health data and possibly sell on to other parties for research etc. If I have got this wrong, then let me know.
Other people may not mind the back scratching relationship. As always, each to their own.