Questions About Champion Integration and Reference Matching Features for Advocacy Programs

Their website shows that you can integrate with product usage tools, allowing you to identify potential advocates based on specific features in use. That's awesome. Is anyone having success here?

In the reference matching process, does Champion only surface matches who are opted into the advocacy program? That would be a miss from my view, as many reference requests are for very specific use cases or product feature usage -- or also competitive take outs (data that can be found in SFDC closed won reports). I'd want to surface ALL potential matches, and handle the ask to the non opted-in customer from there via the account team for a warm intro.