I am A-OK with this. I don't want random companies using my data for whatever nefarious purpose they want, silently, without my consent. However, given a price, a user (of the data), and a choice, works for me.
A one time $10 off of a $50 purchase by the beginning of August and through that application should be such a low price point we laugh at it.
A different monetization model is easily conceivable that gives paid users better functionality instead of (what the author calls) "aesthetic perks" that only serve to evoke class envy, as if like jewelry.
I don't have a strong position on the author's point. Just making sure the right thing is being discussed.