On an entirely different note, I was swiping my Foodtown card at the supermarket yesterday, and started to wonder: ‘just what the blimming heck does Foodtown do with all this data?’. We use the card because it ends up saving about $10-$15 on a $200 shop, but I am also dimly aware that it logs all our purchases against the “late-20-something, white, agnostic, partially-sane” demographic (you did tick that one on the last census didn’t you?).