I feel like the issue is more nuanced than this scenario you've provided- there are legitimate concerns as to whether your personal data can be ethically handled by a chain of organizations and individuals that have no linkage to you and see you as nothing more than income. That's aside from the fact that selling personal data raises moral concerns akin to those raised by the usage of DNA-testing services as they relate to things like healthcare coverage, and blood quantum in tribal nations- issues of not having control over who can and cannot access personal, private information that could potentially be used against you. Once that data is collected, it's effectively impossible to control who has it.
These scenarios are also assuming that everyone handling your data is, at best, a neutral entity. If your personal data is collected and makes its way to someone who would like to steal your identity or otherwise cause you harm, that's a really big problem.
As an environmentalist, fuck Kentucky bluegrass, fuck golf, and fuck lawns while we're at it