
I recently purchased a tin of cookies from a local RiteAid, the item was marked as $3.00 off. Come to find out at the register that its a
mail in rebate and I have to go online to get the $3 discount. Fine, so I go
here and find out that a) you need to register b) enter your information and c) enter information from the receipt which includes the location,transaction number,and time of purchase. Right before I hit send I realize that for a mere $3.00, RiteAid now knows who I am, where I live (and of course has my email), and has my credit card number. In computer security lingo - has formed an identity by associating a
principal to a subject via a transaction. Interesting.
Maybe its the consultant in me, but, if the software guys have done their
homework, they should now be able to track what I purchase at the point of sale, determine my shopping habits using patterns and track my browsing preferences on their website. If the marketing guys have done their homework, I should expect to see more spam in my email and mail box. If the corporate guys have done their homework, they will recoup and probably turn a profit - by
sharing my information with their business partners & agents. If the legal guys have done their homework, I probably consented to all this somewhere in the small print when I selected that "
terms of service" check box in the website sign up process.
Suddenly I feel used ! That box of cookies
that I paid for, and getting back $3.00
of my money doesn't seem like a fair exchange.
By the way, there are
meta-aggregators like
ChoicePoint who are in the business of associating multiple transactions, financial or otherwise, and other records to an identity. So even though a no-body like me is a mere drop in the statistical ocean, it seems a lot of people are interested in
deep sea diving.