They're just playing catch-up with Amazon that has been able to monitor all the same behaviors to their hearts' content. If consumers give it up there, why not in person?
From a consumer point of view - if buying something worked fine in the old days without all this tracking that Amazon gets why does this happen now online(and apparently coming to retail)? No one “gave it up” - if you interviewed 1000 regular (non-HN) people I’d be very surprised if more than 10 (1%) knew the extent of modern day tracking. We can’t assume consent when people don’t know what is happening behind the scenes.