On the one hand, this is very spooky. On the other, it seems like it could be a precursor to a social currency similar to the Whuffie[0] in Cory Doctorow's "Down and Out in the Magic Kingdom". I remember that reading that book, I couldn't help but feel that, as we move closer to a post-scarcity society, the rise of something like that would be inevitable, and might in some ways be much better than what we have now.