I find the fact that they are willing to spend all this money to attempt to set this up when their basic premise is so flawed.
The assumption that every purchase on a single Visa or MC is a purchase for a single person, or even for the card holder is a fail. Typically multiple people will make use of a single card.
I think the last 10 or more purchases on my card were all for my son. I would hate to see the ads I get for his purchases. A Xbox live membership, adding Xbox live points to his account, Netflix subscription, A year worth of bus passes, and some clothes from Bench.
None of these were for me...... I would love to hear how they plan on using that history to effectively advertise to me.