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The loyalty trap: That free coffee cost you everything
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Let me tell you something that’ll make you look at your “loyalty perks” apps and programs a lot differently.
You think you’re getting a deal along with points, rewards, a freebie here and there. But what you’re really signing up for is a machine that’s collecting, analyzing and monetizing you.
I studied a new report from Vanderbilt University called The Loyalty Trap so you don’t have to. Here’s how it all works in three powerful shady stages.
🧩 Stage 1: Data capture
The moment you hand over your name, phone number or email to a loyalty program, the profile starts. From there, every single purchase, store visit, location ping and even what you almost bought gets logged and sold to who knows who.
- McDonald’s has over 150 million loyalty users worldwide, feeding it a constant stream of data of what you order, how often and where.
- Nordstrom’s 13+ million Nordy Club members spend four times more than nonmembers. Nordstrom tracks everything from your shoe size to what you browsed but didn’t buy.
- Grubhub has 24.6 million monthly users. They’re tracking what you crave, when you eat and from where.
You’re not just earning points. You’re building your own dossier.
📊 Stage 2: Behavioral modeling
Once they’ve got the data, it goes into the algorithm blender. Not only are these companies watching what you do, they’re predicting what you’ll do next.
Will a 10% discount bring you back on Thursday night? Should they suggest the more expensive wine this time? They already know.
This is the moment where loyalty stops being friendly and starts becoming predictive. You’re being shaped as you shop.
💸 Stage 3: Monetization
California’s new opt‑out a win (if you live there)
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Kim K. in Calabasas, CA, asked if California’s new browser privacy law means she no longer needs Incogni, a sponsor of my national radio show. Great question. First, yes, I did check to see if that “K” stood for Kardashian. No response … yet. 😏
Online privacy isn’t a maybe, it’s a must: ExpressVPN hides your IP, encrypts your data and keeps snoops out of your business, whether you’re streaming, shopping or scrolling. Fast, secure and simple to use. Get four extra months here.
The privacy threat no one blocks
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You mention Antarctica once. Just a throwaway joke near your phone, “Wouldn’t it be cool to go freeze my face off?” Suddenly, your phone, laptop, smart TV, smart speaker and even your fridge are pitching you parkas like it’s QVC Arctic Edition. 🥶
Guess who’s spying from your bookshelf
ChatGPT
With more than 500 million Alexa-enabled devices sold worldwide, odds are you’ve got one sitting on your counter or desk, quietly glowing, always listening. Ever mutter something like, “I need new jeans,” and suddenly your phone’s serving up Levi’s ads? Creepy coincidence or hot mic in action?
😅 Hide old YouTube videos: Keep those cringey family vlogs to yourself by making them private. Go to your Profile > YouTube Studio > Content, and change Visibility to Unlisted. They’ll disappear from search and recommendations, and only people with the link can watch. Memories preserved, pride intact (and the kids will thank you).
💬 Comment anonymously on Facebook: Want to chime in without revealing your name? In the app, tap Menu > Groups and open the group you want. Find a post, tap Comment, then your profile icon. Switch it to Anonymous participant, type your comment. FYI: The group must have this feature enabled.
If the broom fits, fly it: Most smart doorbells let you change the tone to something more festive around the holidays. For Halloween, yes, I’m talking about a witch cackle or howl. Open your doorbell app, go into the settings and look for something like “chime tones” or “doorbell theme.” In the Ring app, it’s under Devices > Audio Settings > Chime Tones.
⚡️ 3-second tech genius: Social media apps update often, and your privacy settings can reset without you knowing. Each month, check who can see your posts and tag you under Profile > Settings > Privacy.
⚠️ Tired of being tracked every time you go online? With ExpressVPN, you can browse, shop and stream safely, no matter where you are, even on sketchy public Wi-Fi. It hides your IP address, encrypts your data and lets you appear as if you’re in another country to unlock shows and sites worldwide. One tap, total online freedom. Get 4 extra months using this link.
⚡️ 3-second tech genius: On Discord, you can temporarily mute a friend’s DMs so you don’t get notifications. Right-click their profile > Mute, and choose how long. You’ll still see the chat, just no pings.
🔒 Make Instagram private: If your account is public, anyone can see your posts, even without an Instagram account. To lock it down, tap your profile photo > Settings and activity > Who can see your content > Account privacy > toggle Private account. Now only approved followers can see your posts and follower list.
Nothing to see here: Wish we could go back to the good old days of the internet, when nobody was watching or tracking everything we did? We can! I use ExpressVPN to keep my activity private and shielded from prying eyes. Reclaim your digital freedom today and get 4 months FREE!
🐾 Doggy surveillance default: Ring cameras are now default detectives, scanning outdoor feeds for missing dogs if a neighbor posts on the app. If your cam spots one, you’ll get a ping, but the opt-in switch flipped without asking. Amazon insists it’s only for pets, but facial recognition just launched, too. You can see where this is headed. Suddenly Fido’s not the only one being tracked. To turn it off: Open the Ring app > go to menu (☰) > Control Center > tap Search for Lost Pets > toggle off for every device. Good thing you have me on your side.
Title theft is rising: Crooks can steal your home or equity in minutes with only a forged signature. I trust Home Title Lock to protect my property. Right now, get a FREE Title History Report plus a 14-day trial.
Take back your privacy: Your personal information is all over the internet on data broker and people-search sites. Incogni automatically removes your info from over 420 sites, and if you spot your info anywhere, just send them the link, and they’ll send a removal request fast. Get 60% off today!*
Lock it down: ExpressVPN is my go-to for online privacy. With one click, everything you do is hidden from hackers, snoops, even your internet provider. Right now, you’ll get 4 months FREE!
📷 Cover your webcam: If hackers get into your PC, they might spy on you through the camera and blackmail you later. Skip the messy tape, and use a webcam cover instead. You can get a three-pack for under $5 (28% off) that also fits an iPad. Oh, and don’t trust the green “on” light. They can trick that, too.
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🔒 Lock your Kindle library: Make sure no one snoops on your books. On the Home screen, tap the three-dot menu (top right) > Settings > Device Options > Device Passcode. Enter a code, confirm it and hit OK. Done.