Well, they said it uses algorithms. In that case it’s developing probabilities of your behavior based upon your electronic activity. The personal profiles will likely be matched to many hypothetical situations to calculate a person’s reaction and potential for behavior in certain events. In this way they are informed who is likely to act per given situation.
Remeber that Marine recently jailed for a Facebook posting? Could it have been proactive incarceration based upon the output of an NSA algorithm?
The dangerous thing here is algorithms use logic rather than reason yet morality reacts to both. This is what made Marxism-Leninism so flawed, that logic superceded reason and morality responded in kind.