Yeah I kept reading the article and thinking ... "This seems reasonable." "This seems fine."
It also wasn't clear how much of the data they have is because he's using the app. If it is, it seems much/most of the data was in his control.
Do they think McDonalds (or whichever company) is going to spend a lot of money building an app and a rewards program and not expect an ROI on it?
I do wonder what was included in the other 510 pages of data that wasn't talked about though.
They could increase the price of their product. Or, cut employee wages.