Valid point. I'm not sure what "participate" really means though. Do Google Express customers have to provide their loyalty cards? Does Target get all of the data they'd get if the customer shopped in store or through their own delivery service?

It would be silly to imply that Google's customers don't see any benefit as they're obviously getting some revenue and data.

But it would be similarly silly to imply that Target participating in the program doesn't mean they're concerned about it and not looking for ways to handle the customer's experience end to end.