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I thought that was only if you accept a "points plan" of some sort, which, of course we all do. :-/ Aeroplan is a great example of this too. No one ever asks what they are giving up for aeroplan. The answer is your entire purchase history!

People often focus on how the internet allows cross-site tracking and other privacy invasions, but generally don't get vocal about things like credit cards and points plans that have done this since time before the internet!