I would prefer to be treated like a sheep. "Stand in this line and wait your turn." Not very respectful to our individualism and creativity. But a great way to get your online order at a store! I have a barcode, you have a barcode scanner and my phone... a match made in heaven.

The problem is that they have some sort of "Think different!!" thing going on and it's not working out. I am surprised Steve Jobs drove a car with round wheels. That's not very different!