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It's called microtargeting, all big tech companys are sorting people in groups, just by their use of the service. It starts with simple things, for example: cats or dogs? And this goes deeper to your religion or sexuality, politics etc. Created mostly for advertising it got used by political parties. Check the Cambridge analytical scandal. If you easily able to sort the people for your target you are able to manipulate your targeted people.
Newest scandal for microtargeting came from the EU-Commission with the chatcontrol.
Cambridge Analytica stuff though I think mostly revolved around them identifying more vulnerable users.
I don't consider myself vulnerable to this stuff (I may consider grandparents and certain friends a bit more vulnerable) - should I still be worried about them having my personal data? I obviously would rather they don't have my vulnerable relatives data so they aren't manipulated, but for me personally does it matter?
You not considering yourself vulnerable to this stuff makes you exactly the type that is vulnerable to this stuff.
That's kind of silly really. Consider the example above where the woman gets fired for being pregnant. Now just pretend it was a man thing instead. What if you are diagnosed with a curable cancer, but your employer only sees oncology and fires you. What if they find out you go to a bar that is NEAR a gay bar and they just establish a policy that draws a radius around them? I can go on forever. You don't have control over what makes you vulnerable.