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I went to a meeting about a year and a half ago where a person at this industry meeting was talking about people wearing implants in their arms. And the notion was that people he said - this was a person in a major consulting firm owned by a very big ad agency. He said that by , 50 percent of Americans would have chips in their arms that when they walk down the aisle and pick up a product, the store will know based upon the relationship between the chip and the computers in the store at the time how you feel about the product whether you're nervous, whether you like the price or not based upon your physiological reactions.

And then they might change the price based on that.

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He went on to say that by about , almost all of Americans would have such chips. Now, the funny thing about that - although it wasn't really funny, there must have been 50 people in the room - nobody laughed. Nobody said you're crazy. These were all people involved in retailing and what's called the Internet of Things as it relates to shopping.

And no one said what are you talking about? There's so much confusion out there. There's so much competition out there that retailers are willing to think of a whole lot of things that seem outlandish.

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An app seems a lot better. But I did hear - again this is odd stuff, but it - it's perfectly possible now - someone talking about how your lipstick could talk to you. The notion is that you will go into your bathroom with your phone on, presumably your app on, because you might not take it off. And it's from a particular cosmetics company. And the lipstick has an RFID on it that will communicate with your phone - a certain chip that communicates with your phone.

That RFID communication will then tell - speak to the cloud.

The cloud will then say, gee, it's certain kind of weather out there. Maybe you really ought to wear this type of lipstick as opposed to that type of lipstick, and it will come into your phone to tell you this. We're not talking about oddball comments. We're talking about the notion - see today In this case, there's a company called Gartner that has been talking about where retailers should move, and they have four steps that retailers ought to be moving toward.

And they call them sync me, see me, know me, beam me. And sync me is the idea of syncing across devices. So we've been talking about the phone, but it's also your apps, on your tablet, and it's your TV set - we haven't even discussed that - or your desktop computer or your laptop computer. So that's sync me.

Then see me, you know, as you move across the world from your home to the outside with geolocation to the inside the store and passing on information. It's quite possible to pass information on to what you did outside to the store and vice versa. I've had people tell me they're moving towards a situation where if you go and look at lawnmowers in a store and you stayed around there for say four or five minutes, and then you walk out, you haven't bought anything - a little bit later they will contract for someone to send you a message saying, gee, think about our lawnmowers.

So that's the idea of a see me across devices, and then know me as a result of this broad data collection that companies have buying data about you, keeping data about you and then in the end, the notion of beam me. In fancier terms it's called predictive analytics. Can I figure out what you're going to do next based upon everything I know about you? It reminds me of Eric Schmidt of Google saying at one point we want to know so much about you and know that you know that that when you think of what career you want to take, you will ask Google.

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Also Sarah Hepola will describe Valentine's Day from her perspective as someone who's spent most of her life single, and Kevin Whitehead will review a new collection of Count Basie broadcast recordings from to Turow is a professor of communication and associate dean for graduate studies at the Annenberg School for Communication at the University of Pennsylvania. Another thing you write about is how some stores are selling, say, clothing with their own labels on it or products with their own labels on it.

So if you decide, yeah, I like this sweater, or I like this, you know, whatever - you can't find it from another retailer for a cheaper price online because it's only this store that sells it. It's a really important thing for certain retailers. The idea goes back a century. But you know what happened in , which is fascinating?

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This is really what ignited the whole change in retailers' mentality. In , before Christmas, Amazon encouraged people to go into stores, take their phones and scan products. And what that was doing - and if you bought a product, that product, from Amazon, you would get a discount - but apart from doing that, what Amazon But apart from that, what Amazon was doing at that moment, it was getting prices for products all over the United States. It was cataloguing all the prices in stores across the country. And it was - it drove retailers crazy.

And I would argue that's the moment where the retailing industry said, if we're brick-and-mortar, we have to become the internet in our stores. That's really the moment - that was the moment of truth for them. Beforehand, they weren't sure where they wanted to go with this.

There was a time in the late '90s, early s where Macy's said, we don't know what to do with the Macy's online store. And they began saying, well, you know, the Macy's online store is for people who don't like to go to Macy's. Today it's very different. The two are interconnected. They're hoping you will also go to the store, maybe to pick it up and buy other things. The store sees itself as very much a dual, multilocational place. And depending upon where you are, as long as you buy from Macy's, they're happy. So like probably everybody else in the world, I do not read the privacy policies when I download an app, or get a new phone, or change my operating system or whatever.

So do you read them? And I got an email from the hotel chain that I have a relationship with, one of these frequent reward And they said to me, we know you're coming to our hotel. Why do you want to check in? Just use the app. And if you go to the app, you can actually choose your room.

You don't have to check in. And everything will be terrific. So I said to myself, well, I'm, you know, I'm a modern person. Maybe I should look at this. But first I read the TUROW: All - wherever you walk in the city, wherever you walk in the hotel, to follow what you're doing, to - they have a right to buy information about you, to trade information about you. And I said, I don't want this just for the ability to not check in. That takes five minutes. But the sense of being - saying to you, well, you can choose the room you want. For that, you're getting - you're essentially selling all your data, giving away all your data to the company that way.

And so I just didn't do it. A lot of euphemisms are used, a lot of broad language are used.


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They will say things like, oh, here's one that - this is not directly related to what we're talking about. But here's one that they'll always say. If you go - so a company, a supermarket - a supermarket will say, we do not sell your data to anybody. A little farther down - and that makes you feel good, right? TUROW: A little further down on the privacy policy, they will say, we may have advertisers put ads on our website when you get discounts and other things, or on our app.

And when you do that - you should realize that if you click on them or do anything with them, the privacy policy is not our privacy policy. It's their privacy policy, OK. Well, to me, what that just said is everything they said before about not selling your information is untrue. A, they just sold a spot to an advertiser on the app. And the advertiser can know that you're there. And if you interact with that advertiser in any way, they're going to know a lot more about you even then the fact that you've been there.

So it is a contradiction to say that they don't sell your presence, that they don't sell information about you. They do. It's just in a different language. And you have to see this mangled sort of approach to policy-speak, privacy-policy speak.

Count Basie and his Orchestra - Jumpin' at the Woodside