No, I think you correctly identified the shortcoming with the tool if it were only usable for outside measurements. It does turn out that your idea was already implemented, but it is nevertheless a good idea.
The wording however is an echo of a line from Mad Men, where Pete Campbell is talking about coming up with the idea for direct marketing: https://www.youtube.com/watch?v=a05WUtLZfU8
They're the worst in terms of being the panopticum, but I don't understand how easy it is to buy data from them.