Edit: from their previous post:
In iPhone 5s, MAC randomization happens only under the following conditions: Phone is in sleep mode (display off, not being used); Wi-Fi should be ON but not associated ...
I would argue that the phone needing to be in sleep is also a bug. It should "just work"... Ideally even when scanning for new networks while associated.
- How many customers current in-store?
- How many are repeat customers?
- How often does [repeat customer] come in? List of dates and times.
- Manufacturer of their cellphone (e.g. Apple. Samsung, etc)?
Obviously this type of data collection has limitations (e.g. people without cell phones, with WiFi disabled, etc). They also cannot likely tie purchases to unique MACs (because cellphones scan infrequently, so detecting them as they leave through a register is difficult/unlikely).
However they can somewhat work around these problems by harvesting additional information from "apps" (e.g. install our app get a coupon!). The app grabs the MAC and now they can tie that customer's shopping behaviour directly back to the customer.
I'd wish Google to follow suit, but let's be frank: Tracking people is Google's bread and butter. They're more likely to sell MAC addresses to advertisers than they are to randomise or otherwise restrict access to them.
[0] https://stackoverflow.com/questions/6064510/how-to-get-ip-ad...
[0] https://stackoverflow.com/questions/16127263/networkinterfac...
So it's disappointing to find that it's only going to randomize in specific, somewhat unusual modes. :(