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This is Bad News, seeing as Target is also tracking every thing you've ever purchased[0] and using it for marketing purposes. I wonder if they also got ahold of not just credit cards and PII, but also purchase history.

I wonder why they're not using this information to contact their "guests" directly? Why should I need to read about this revelation on HN, when they know everything about me.

[0] http://motherboard.vice.com/blog/target-knows-you-re-pregnan...

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Because if they did, the fall-out would be massive. Frankly, it’s not been all that bad, relatively speaking. A few news releases, leave it to the financial institutions to do the damage control, and the principle of diffusion does a whole lot to shield your reputation.

In comparison, a letter to you from Target directly detailing their failure - not so good. no doubt they’re avoiding this unless utterly forced to.

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