This deserves some attention:

The Freedom Case, developed by Indyme, asks shoppers for a cell phone number to opt into its service. The shoppers then receive a text message with a four-digit code that lets them open the case. Customers can retain their self-service privileges as long as they show normal shopping behaviors. But if they exhibit suspicious behaviors, store workers will be notified to provide assistance, he said.

How would the store know if they are exhibiting suspicious behavior? Well, by watching them! Tracking their phone for which they now have a number. And what is considered suspicious? Taking too long? Not long enough? Not buying enough? Buying too much? Inappropriate dress? Twitching? Smiling too much? Laughing?