I don't really like speculating about relations or thoughts, even those of data brokers (or those adjacent to them).

But, it's not as if it's particularly a reach that a data broker might want to rebrand themselves.

Even if they didn't, it's still viewing the world through the lens of top-down management (control), data collection (surveillance), and buddy government (inherent human rights concerns).

Then, stubbornly ignoring fundamental rights concerns / issues.