This is supposed to be the dream behind RFID. Smart shelves know when they're under stocked. They can even tell if cart is in range to display ads. They can tel

This is supposed to be the dream behind RFID. Smart shelves know when they're under stocked. They can even tell if cart is in range to display ads. They can tell if you remove product A, eyeball it, put it back and get product B. They can track your cart's RFID chip throughout the store to make a heatmap on a per-store basis. Better yet, after a while they can make a heatmap for you, or more importantly <insert demographic>. Then you checkout and it ties that cart to your name and probably other info. Checkout is the friction point this guy is focused on and probably will be how RFID is sold to consumers, but the real money in RFID is selling customer info to marketers.