When Malee Wimonrat is ready to pay for the items at the checkout of a supermarket in her neighbourhood, she takes out her store member card know- ing that she is trading a little privacy for a lower price"Five baht here, ten baht here that can come to a hundred baht. It's cost-effective for my children," she says of using the store card. So far, her personal information stays with the store. But is this information of buying habits too valuable not to sell some day