While a lot of those examples are true instances of tracking and inference, in some cases I think author is imagining things. People have a scary capability to see patterns and intelligent agents where none exists. It's incredibly easy to cause this.
I'm running a simple IRC bot that "pretends to be human" by means of hand-tailored regular expressions matching input and some witty responses. I can't count the times I tricked people into believing they were talking to human. It's like, write out some simple regexes and you're 90% way to passing a Turing test. People prime and then fool themselves.
So yeah, I'm betting those results in the part I quoted were caused just by "seduction techniques" search. And if he clicked on that Ashley Madison banner, he basically sealed his fate.