It's all about the integration. I wouldn't mind if I was shopping in men's and a coupon came up, or a reminder if I had a gift card in passbook. I thought there was talk of integration in ball parks or something like that. To some extent the tracking is good if it enhances the shopping experience. Directs you to your size, or based on past purchases something new you might like. I never shop in stores that much, but it does seem like it could enhance the user experience.