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branwen
It sounds like they want to use the metadata to be the source of marketing, as well as to ensure that no competitors could emerge for any one of those businesses.
This makes sense, I've been watching WhatsApp leak little things for a while now. Not in the E2E encryption, but things like the link preview embeds. The app can do that and leak the fact that it's done that within a modified advertising profile. To bond it altogether gives them a full picture without being subject to cross-business data sharing.