Fuck. Using nova kept me sane. Even though they say, nothing changes....it will. With an analytics company, if they spend that much on nova, they are either going to go behind a paywall, or start data mining the shit from every user.
Remember, if the product is free, then you're the product
If a product is not free but is a digital service with a paid subscription you are also the product. They ain't gonna stop data mining you b/c you give them 10 bucks a month.