It is not benign, now or ever. It is the ultimate discrimination tool, targeted on our private actions and not on broad categories like "petit-bourgeoise".

Yeah, it's all fun and games if shops do it and they apply it to baby powder coupons. But the invasion of privacy and the private dossiers Target or Visa or Facebook are building on every one of us can be used in other contexts.

Is this person likely to engage in extreme sports? Hike his health insurance quota 5x because he is a "risk" to profits.

Does this job applicant fit a union sympathiser profile? Deny him the job, on the "pure" economic reason that he is a risk to our bottom line profits.

I'd much rather ensure that this kind of data collection and targeting is illegal across the board. I'm ready to sacrifice the coupon industry, thank you very much.