It's also exasperating to those who think that unless you pay cash you're not being fingerprinted regardless of any choice you did/not make. And with RFIDs picked up in your basket, cash likely not going to help either. What does it take, a combination of 5-6 purchases in one area, perhaps repeated in part a handful of times to make a profile that almost certainly you? It's the buisiness of groceries to fingerprint you, even before anything digital came along, how else do they optimize what they sell?