I hope they all catch colera and snuff it. This payments program lark is yet another cheating program, where the so-called provider takes nibbles out and thus earns billions. The stupid consumer thinks "Oh that is alright" because he doesn't realise that the product prices are notched up accordingly so that none of those in the vendor chain lose out. In other words it is another hidden cost applied to the unsuspecting citizen and should be opposed by everyone at all costs.
You are free to carry gold francs with you everywhere or attempt to barter your chickens for my goat but some of us feel 1.75% is an acceptable price for the value provided of automatic accounting of purchases, security of funds, convenience of not having to go to bank/ATM, etc, etc...
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The banks are the ones that give out the token, so the bank would have the knowledge of who has what token.
I think the point folks are trying to make is that the bank has a record of where the purchase was made, how much was spent, and when but not the details of the specific products purchased. Knowing that someone made a purchase in your store is certainly valuable, as is contact data to then reach out to them, but knowing specifically what they bought and to develop a predictive profile is the real goal. Those data (identity, timestamp, and amount) could likely be reconciled against the product data the merchant has but that could be a difficult reconciliation exercise. Using approximate timestamp (there will be clock drift on one side or the other) and purchase amount will work very well in some cases but I'd imagine a high volume location with similar pricing across many products (McDonald's lunch rush where everyone is buying a $4.99 value meal of some sort - that price probably isn't correct but I don't eat much fast food). In theory I could see that being successful enough to have value for many businesses, it would require processes built for each accounting/ERP package though (vendors would build them) and not just as simple as "the bank has the token" though.
Existing consumer privacy protections likely cover a lot of this already (you all told your bank they are not allowed to share your personally identifying information with partners or other third parties right?) but there may be gaps that could be addressed through regulation or legislation. This isn't highest on my priority list by any means though. I'm most happy about the protection from data breaches.
Edit: I must need caffeine, they could reconcile by transaction ID. Simpler but I still believe there would be privacy protection for your identity when it wasn't obtained from card data at the POS.