> I'm not sure how I feel about that.

Consider what will happen every time there is a trade-off to be made between making/keeping the data more useful to the companies involved, and actually upholding the anonymity of the data subjects.

Anonymization is nearly impossible to get right even when you're trying really hard, and this is more likely to be a fig leaf to be able to do things that are illegal by sufficiently obfuscating them.

I hope that if EU customer data is included in this, the EU will have the balls to actually enforce GDPR. Uber is one of the few tech company cases where 2-4% of overall revenue would actually hurt, rather than being a small "tax" on the extra profit made through the illegal use of data.