Maybe not the specific narrative of the article, but surely whatever the profiling looks like the narrative of "In Amazon Go, you're not profiled based on your looks" fits.
Either you don't profile at all, or you profile with something that correlates with looks, which will seem like profiling on looks.
Sure, but my point is that interpreting the narrative of the article to only apply to black people, and not other types of profiling in shops, is pretty unfair.