The more real it appears the harder it is to distinguish garbage data. Also a personal VPN with aguard home running. If I end up choosing a real existing email, well I'm just helping muddy the profile of someone else.
No shopping apps ever, loyalty cards in a fake name with email aliases to a central junk mailbox.
To hell with the lot of them and their business model.
They can profile the device and get hardware info depending on make and software etc but the gold is their app which sucks up everything including your phone number and what you visit on their network. I wouldn't dream of connecting without a vpn unless it was an emergency situation.
That being said data is always preferable when you have the option.