I read the article. It focuses on one woman, an ATVI employee. The app allows the company to access anonymous aggregated data, that woman said she was never troubled by privacy concerns, it's entirely voluntary, and also:
"Nearly 20 women who had been diagnosed as infertile had become pregnant since the company started offering Ovia's fertility app, Ezzard said."
What does that become when Sterling sees it?
Creepy Activision Wants To Know About Your Baby
Did he somehow miss the part where it's anonymous? Sorry, parts. That was mentioned multiple times in the article. So they don't know about "your" baby from this app.