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Case: Many online maternity clothing stores use data mining to increase profits. They record the buyer's addresses not only for the purpose of shipping them their purchase of maternity clothes, but also to sell to other companies in the maternity and baby industry. This gives these online retailers an added cash influx when they sell their customers information to other companies, and allows other companies to target people they know are likely pregnant. One company that often buys this data is Enfamil. Enfamil makes infant formula, and uses the data it purchases to mail out samples of the formula to people who have recently purchased maternity clothes. In most cases this formula is received either with indifference or with interest by potential customers. But, in a few cases, this has resulted in people who have recently lost their baby due to a miscarriage receiving Enfamil in the mail, which they report is a very painful experience.
Question: What would a Justice Theorist say of this practice of data mining and advertising?
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