Interesting and scary. The scary part is how businesses gather information and track consumer habits, and how far down into one's life they can drill just by knowing general demographics plus purchasing patterns. That Safeway card is not so benign, which is why mine belongs to a senior citizen named Joanne Worley who lives in a distant city. But they probably figured out it was me a long time ago.Which is to say that this book will not calm any of your paranoia, and just might intensify it. But if you are in marketing, you'll find some hints and tips here.The section about changing more personal habits was very interesting, though it covered some of the same territory as the other book on habitual behaviour I just read (and recommend to everyone interested in this topic): Memoirs of an Addicted Brain: A Neuroscientist Examines his Former Life on Drugs.