I can understand what's in it for Blippy when I grant them access to my transactions -- hell, it's a gold mine -- but what could possibly be in it for me except

I can understand what's in it for Blippy when I grant them access to my transactions -- hell, it's a gold mine -- but what could possibly be in it for me except a little embarrassment about how often I eat at Serious Pie? The "don't overpay" mantra I keep hearing rings shallow. There are plenty of online comparison shopping sites to take care of that. In aggregate, it might be interesting to see what my friends are buying, however? Music, books, and restaurants might be interesting?