This is a moment where I question people in general, as anyone that saw loyalty schemes as little more than selling your shopping data for a tiny discount was delusional. The "revelation" that this is used to determine shopping habits, is just eye rolling. Do they not understand that the whole needing a loyalty card is now becoming unnecessary as they are tracking with facial recognition (which I suggested was going to happen pre-2008) in stores now. Or the transaction data that they already had... Have they not heard of "just in time" ordering? Is this the 1960's?