"Tracking online activity" with cheap software? Not the same thing at all. There is a reason why Palantir's market value been ascribed as between $9 and $20 Billion and investment banks are drooling over an IPO. Why are its primary clients the NSA, DoD, and CIA? The only reason Palantir hasn't gone public is that they haven't figured out how to deal with the disclosures required of a public company.
As for surveillance being woo woo "deep state" stuff, that's your take. Mine is that it is what every major country is doing. People post condemnations of China for surveillance, but ignore that the US is doing the same with physical tracking, illegal phone tapping, secret courts, expanded facial recognition, and so on. Heck, Clear is taking and applying retina scans so people can get on airplanes or enter arenas faster. People pay for the service. Palantir and its competitors enable the government to access, amass and manage all this disparate data and to identify and drill down to individuals. This data record is comprehensive and permanent. Big data’s tools are growing in capability and seeking new applications.