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How Fingerprints Are Putting Brands In Touch with Consumers

The good news about fingerprint technology is that no two fingerprints are the same. So, if a thief wants to steal your iPhone, he’s going to have to steal your hand too. Ouch.

However, there are other capitalistic entities out there interested in taking your money, and with this latest technology, they’ll be able to do it even faster—all with the public’s consent. Cash is becoming less practical in contemporary society—seriously, who can stand being behind someone fumbling for change? Grrrr—as the public increasingly conducts business via digital devices.

Touching a finger to a button is much more convenient than typing in a password, and this revolutionary change—though it only saves mere seconds of time—marks the first time people will have to use an attribute of their DNA, their very own human uniqueness, to interact with the world via their smartphones. This is the closest humans and technology have come to being integrated without surgery. And this connection also creates an opening for those trying to sell us their products.

Not only does purchasing items via our digital devices record our every shopping impulse, habit and financial capacity, but it also complies this information for brands and marketers who wish to exploit that information with the objective of selling the public more of their stuff. Sure, it’s not exactly The Minority Report, but it’s heading in that direction.

Fingerprint technology is at the forefront of the marketing for Apple’s new iPhone 5s, and thus far the public doesn’t seem very impressed. Who cares if our phones are stolen, and along with them so are our fingerprints? We do, after all, give our fingerprints to the government with very little protest, and it has always respected the integrity of our personal affairs. Ahem.

So the public has nothing to worry about, right? Let us know what you think!

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