We all know about the customer-tracking tactics that websites employ to “make ads more relevant” but what you probably didn’t know is that they aren’t unique to the internet, even brick-and-mortar stores use them. While its arguable that it is less intrusive than plenty of other data collection at the hands of Facebook or the NSA, its still enough to have several customers complaining.

“Privacy is dead—get over it,” has been a mantra of private investigators for years. But continuing revelations about how many different ways personal privacy is still disappearing are still enough to unnerve people. It is not just about the trail everybody leaves from the websites they visit, or from security cameras in public places. It is also about smart cars. It is about the cellular towers that serve their smartphones. And it is now also about their friendly brick-and-mortar retailer.