[matthewdgreen]

Well, sort of. Microsoft and IBM etc. moved out of the space because it was unpalatable to consumers. Now the question is whether the same dynamic will affect Rite Aid, CVS and other major retailers. It's entirely likely that it will, and then you'll see those companies pressured to drop these systems. Articles like this (which bring the practice to public attention -- notice that retailers don't seem eager to disclose it to customers directly) are an important step along the way.

Of course, it's entirely possible that in the end, controlling these practices will require legislation (either to prohibit, or regulate, or at least disclose where this is being done.) If that legislative fight happens, it will be very helpful to not have the most largest and most politically-connected tech firms depending on this stuff as a key revenue stream.