The key phrase to remember here is: Price Discrimination.

Stores already possess the technology to track anyone through their shopping experience through loyalty cards. The “discounts” you get are really just a tax on everyone that doesn’t participate, and the benefits to the company for having your data are worth potentially losing business from un-tracked customers. That’s how valuable your data is.

So why aren’t we seeing per-customer targeting? This is not to suggest that businesses are benign here, but rather, just cautious about outright per-customer discounts and other price manipulation. Custom coupons are kinda/sorta a part of this. IMO, the door is still wide-open to find ways palatable to the customer (and courts) while dialing everyone in.

In that context, all cameras do is make the system practically impossible to dodge. Considering how much stores value that kind of information, it makes sense they’d invest to capture 100% of their retail activity.