A chain store that sells recreational equipment presents a particularly modern quandary: the company’s ‘loyalty’ program is automatically pitched as part of the transaction at the cash register. ‘Are you a member?’ begins the obligatory query. On principle I avoid all such programs, seeing them as a fundamental violation of consumer privacy – not to mention a particularly insidious form of marketing manipulation. I reply that I’m not. I wait for the follow-up patter, which is an upbeat, more-or-less scripted pitch for the benefits of membership. I grow increasingly aggravated and impatient, sometimes interjecting: ‘Actually, I’m not really interested, thanks!’ Of course, this interruption of the salesperson’s ‘engagement’ does not exactly engender good will, for now not only have I revealed myself to be essentially stupid (for passing on the incredible, irrefutable benefits that membership offers), but I’ve categorized myself as a ‘problem’ customer, someone who has snuffed-out this otherwise friendly bit of dialogue. A wall goes up between us – me, an alienated, frustrated consumer, he/she, a rebuffed, irked salesperson – and I imagine the eye rolls and head shakes that will follow me out of the building.