What do you think the advertising budget is of the New York Times? If you were a VC, would you fund a start up whose business plan is: get publishers to pay you to advertise their product, and give you their customer list? Oh you also want to know what articles they read.
Square, Visa, Google, PayPal, Apple, Banks, … have recognized the absurdity of storing your payment instruments in multiple locations. All of us understand the online implications, Amazon’s One Click makes everything so easy for us when you don’t have to enter your payment and ship to information. (V.me is centered around this online experience). Paypal does the same thing on eBay, Apple on iTunes, Rakutan , …etc. But what few understand is the implication for the physical payment world