In addition to tracking the printer’s online or offline status, page count, and ink levels, your rented printer will look at the types of documents you’re printing (e.g., PDF, JPG, Word), the types of devices that initiated the print job, “peripheral devices,” and other “metrics” related to the service, the All-In Plan’s terms read. This is on top of the personal information HP collects upon initiating the plan, like your location and your company name (if you have one). By signing up for the service, the terms say, you “grant to HP a non-exclusive, worldwide, royalty-free right to use, copy, store, transmit, modify, create derivative works of and display [your] non-personal data for its business purposes.”
But this is the whole point; for a publicly traded company the people who buy their products are not the customers for whom they create value. Shareholders and investors are the real customers. People who buy the products are precisely just a resource to extract value from for these companies.