[owenmarshall]

That makes sense on a small scale. But with big retailers, the calculus changes a bit. The data a big retailer gets from my purchase history: when I come in to the store, what I buy, etc., is potentially very valuable.

CurrentC would allow my purchases to be tracked across multiple major retailers and aggregated. The value there is incredible. Possibly worth more than the merchandise I buy? Very possibly, I'd think.