Because Starbucks is packed with the sort of hipsters that syphon as much data as possible about their personal lives to the databases of multinational corps, obviously!

It really is easier than anyone could have imagined to get people to part with data. Smart phones provide a genuine quality of life improvement, but unless you are a professional athlete is the privacy cost really worth the gain of seeing your heart rate at the gym?

It seems for Hacker News it is a resounding yes...

I have an espresso before running or working out and Starbucks turns out to be cheapest and most convenient.

Granted, I never have any of their blended offerings which they're known for.

Its no different than NFC swiping with the iWatch, Starbucks just happens to be the first major vendor supporting Microsoft's variant.