When?
The real answer is that they already have gone too far.
The real question they are asking is what is the next intrusion increment to be attain without raising the ire and wrath of customers (money buckets, as it termed in the industries, they don't care about people, just how much money they can pry out of the customer base). The game so far has been the same as the governments and that is to inch along continually encroaching more and more on the individual in order to take away all privacy in a rush to sweeten their own, and most times, personal bottom line.
MT C