AK, that is absolutely correct!
In the most common definition, Big Brother equates to the Government. In this case, it is the corporate marketing machine. For those whom claim the Government is bad for collecting data on the population, those same people need to take issue with corporations doing the same thing but to a broader extent. Granted, some uses of the data go toward making the system better (ie: tuning for congestion), but now it is far too common to turn people into the product for sale.
In terms of who is tracking what, correct in that we are giving up lots of information. Actually, this goes back to the early days of when credit cards moved to electronic transactions.
What the NY Times exposed was the ability to trace somebody's movements not only in real-time, but to also play-back those steps. This was unwittingly given-up by people who did not understand that the fun game or social media app granted permission to do this. While I do not know the thoughts of anybody but myself, I am not good with location data selling to the highest bidder when this information can ID our military and law enforcement.
But enough of the dangers of real-time location data...
Pulling this full circle, it is clear that we have a tool to smash the COVID-19 curve. We had it all along. By tracing an infected person's steps backward, it is possible to ID individuals whom crossed that path after the fact (example: gas pump). With this information, the data can bound-in not only the currently infected, but also those whom were exposed and possibly contagious. The question is whether people will see this benefit.
Possibly related, I heard in today's news that Google and Apple are looking to create an opt-in tool (do not recall whether independent of each other or joint) where it can actively track people's movements and alert when exposed to, or near somebody, with COVID-19. While this is great, it seems curious that the platforms which enabled the clandestine tracking are suddenly inventing a free tracking tool for tracking COVID-19. Then again, another interpretation is that these companies want to do a face-saving move and look like heroes by spinning the monster into an angel.