[plasma]

Very cool.

This also brings with it a new source of analytics and marketing opportunities (for better or worse?).

A coffee shop cashier could be told (through product suggestions on the iPad they use) that you've missed your regular lunch up the street and to offer you something to eat.

Online ads could now be targeted towards you further, based off what you purchased in the real world (that coffee and muffin) because the purchase was matched to you, and your iOS Device ID.

A new round of marketing is possible by tying in real world/daily purchases and being able to push that information back to retailers (in the form of product recommendations or analytics for them), as well as advertisers.