Same thing happened to me a few weeks ago. I had used the USAA Car Buying Service in 2015 to buy my current vehicle. I was able to poke around and look at many makes and models, modifying options etc and a dealer was never notified until I was ready to move to that step. This time around I was just poking around trying to do the same thing and the next thig I know I'm getting email and phone calls from dealers in my area. Maybe I clicked on something I shouldn't have but I can definitely say something has changed and I don't really care for it.
USAA has been receiving this same type of complaint since September. I would like to hear from USAA if they are happy with the way the Car Buying Service is working. USAA please go back to the old Service where we could see the price before being bombarded with phone calls!