Menu browsing data is just what they're limited to right now. What they really want is to use the information on your device to get data about you like your inc

Menu browsing data is just what they're limited to right now. What they really want is to use the information on your device to get data about you like your income level, your past purchase history, even your demographics, and use that data to set individual prices for you. That way when you order a cheeseburger they can charge you more than the person who ordered a cheeseburger sitting next to you. Discriminatory pricing is already used in some markets based on nothing more than what browser or OS you use. Apple/Iphone uses are sometimes charged more on the assumption that they have more money to spend. The amount of data collection going on gives them huge opportunities to go much much deeper and companies have been experimenting with it and trying to push the public into accepting it for many years. Right now, one of the biggest problems they have is that consumers (rightly) find discriminatory pricing offensive, but that's already shifted a lot with people mostly accepting that certain people should be given different prices than others because of who or what they are so long as it's presented as a reward for loyalty. Grocery stores that only offer "discounted" prices to loyalty card holders is one example the public has already swallowed. The push for people to use their own devices in order to see a price or even what is offered for sale isn't something they're going to stop unless we constantly push back stronger.