It isn't anything nefarious I don't think. The Inhabit people are just trying to do gurrilla marketing with their new brand. The Inhabit brand is going to be the next supreme, they are just jumping on the radical ecology wave with some hip empty revolutionary rhetoric devoid of substance.
Inhabit has analytics on it because that is necessary for the marketing/branding analysis work to see which demographics the brand is taking off with. If it was actually trying to do something actually revolutionary it would respect privacy. Instead it is just trying to sell them some branding shit.