> And these records are accessible by "The Man"
Uh, yes - if you consider the man to be a relational database. Chris, I hope you're joking...

Truth is, no-one really cares who you are. Companys just want to understand buying habits and put offers in front of you that you'll bite on. Been that way forever (ever hear your mom talk about collecting 'green stamps'?), it's just that computers make it all the more effecient.

The real-time reporting of sales is mostly to assist in inventory control. If x company knows how many units have sold then they can drop-ship additional inventory to the store without being asked. Keeps on-site inventory to a minimum and helps company x adjust their manufacturing output.

So in this case, "the man" is a computer. A real BORING computer.

john