Science-fiction has proffered worlds where advertising is instantaneously and specifically delivered to individuals, sometimes through such wondrous devices as brain implants. As we move along the timeline, it's interesting to see how much of that isn't actually fiction anymore, but indeed, science. Take the following article, for example. It discusses a cafe that has screens next to cash registers that attempt to increase sales by displaying images of appropriate add-on items. One of the examples given was of a pastry suddenly appearing on the screen upon the order of a coffee.

That doesn't sound so bad, but what about the following? The article mentions that an Israeli business, YCD Multimedia, has a technology that can scan the faces of customers and then utilize algorithms to reveal demographical information about them, such as gender and a rough idea about age. The rest becomes obvious: advertising can then be matched to the demographic, yielding the ultimate in instantaneous targeted marketing. There apparently are some trials underway in this country, but they seem to be on the lowdown.

Now, we all know the problem here. Do you really want to walk into a retail store and be scanned? Do you want a piece of software converting you into zeroes and ones for the sole purpose of extracting money from you in the form of promotional advertising and/or offers? Maybe a big needle should extend out of the cash register and poke you in the finger so that a DNA sample can be taken and analyzed so that, a nanosecond later, it'll know exactly what your likes and dislikes are and go from there. Actually, I'm just being funny on that last one, I put that in a short sci-fi story I wrote a while ago about the dark side of retail and customer service.