Selling it would be bad business. By just offering ad targeting to their customers, the customers keep coming back. Once they sell it the customer doesn’t need them anymore. (used to work in an advertising-based internet business. This is how it’s done.)

The 1907 Hague Convention IV and the Geneva Conventions prohibit harming enemies who have surrendered or are unarmed. Once a combatant has clearly expressed their intention to surrender, they are considered hors de combat and are protected from attack.

He was both unarmed and trying to surrender.