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I don't see this as relevant to the discussion really, but since you brought it up....Wal-Mart and every other retailer on earth would LOVE to know that the Johnson family bought 4000 worth of X good, so that the next iteration of X good can be marketed directly to them. Why do you think Safeway and other companies like that have their 'rewards' cards? It's so that they can track what YOU as an individual are buying.
--matt
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