With the local sole proprietor knowing your intimate details, you as the customer know his. You probably go to the same, if not similar church. You also have ne

With the local sole proprietor knowing your intimate details, you as the customer know his. You probably go to the same, if not similar church. You also have neighbors who you both have in common. You also know about his life, his children, his wife. In the end, he's another person (not 'person' like target) who lives in your community. Who, perhaps, is Target? Or Wal-mart?