Do you have a grocery loyalty card?
I think it's funny, because I gave them my old Fraternity walk-out name. In retrospect, I wish I had given the name Jeff Lebowski to get my Ralphs Club card.
However, the Costco corporation knows exactly how much coffee I drink and how often I need toilet paper. Which is great for their restocking computer, not so good if that computer becomes self aware - as it will be able to figure out exactly when I'll be sitting on the John.