To quote this wiki that did a very good job of breaking down this clusterfuck:

The CCPA defines "selling data" as:

“Sell,” “selling,” “sale,” or “sold,” means selling, renting, releasing, disclosing, disseminating, making available, transferring, or otherwise communicating orally, in writing, or by electronic or other means, a consumer’s personal information by the business to a third party for monetary or other valuable consideration.

The sticking point is that last "other valuable consideration." The question that people should be asking is: "valuable to whom and in what capacity?" Value does not need to be for financial gain; knowledge is valuable to a contractor building a building, for example.

But I recommend reading that wiki breakdown or just watch this video. It's a mess that can't be untangled in a simple Lemmy comment.