Quoted:
Those discount cards? "Sure, put me down for one. My name? McCracken...Phil McCracken"
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They dont give a rat's ass what your name is, but they do want to tie in your demographics with your purchasing patterns. So you are a 37 yo man with a 45,000 income? I bet you checked boxes like this when you picked up your card.
Your address? From census data 90% of homeowners there are married with a 75k household income. They also have 3.3 kids. Guess what kind of flyers the ad guys will be sending you.
If you buy all your stuff using your card, they can infer more about you than what you know about yourself. Hell, we don't need a number of the beast tatooed on our foreheads.
I had a ball buying a pack of smokes for a freind of mine using my Safeway card. I hope I fried some circuits when they fed that info into their database. Wow! A new smoker! Better stock more matches and pork rinds, or what ever smokers munch on..... Get the idea?