Based off a quick browse it sounds like it's more of a patent for a multi-purpose matchmaking system than it is purely for an analytic driven microtranscation marketing scheme.
However, marketing items to players from the view point of this is what the person had that killed you really depends on what kind of game we're talking about in terms of negative experience or not. Dota 2 already does this with no issues - but those are only cosmetics. Battlefront 2 doing this would be different.
Being able to see it in CoH 2, or knowing just because thats how the game works is infuriating though when it exposes inherent pay-2-win balancing.