I agree with the assembly line view: we're dealing with a system of taylorist management. We're looking at the industrialisation of social interactions and private life. There is a whole slew of issues with this.
My concern is that looking at it from the angle of data as labour isn't all that helpful because data is weird enough that this leads you weird places that quickly don't make it clear who did what work.
I suspect that it might be a more promising lens to see this not as labour, but as a process of doing to private life and other aspects of society the same thing that was done to labour. In a sense, we need Luddism but for stuff that's not labour.