Received via email this morning
"We just wanted to let you know that we're updating our privacy policy to factor in some new activity: from August 10, we'll be using Google Analytics features that will enable us to serve advertising that's more relevant to customers. You can always find our privacy policy at the foot of our website."
Using Google Analytics fair enough, planning to serve ads in a subscription service seems a bit suicidal though. I guess technically all the Spark users aren't paying a sub directly but you have to assume that's baked into Spark's pricing, might be worth looking at Big Pipe again since the value of Lightbox and phone support etc is dubious.