Great, thought provoking article Karen. You are so right that shoppers do care about the price of each item they buy, they also care about the total cost and love to see every discount and coupon applied before they leave the store. So unlike Uber, any retail shop+pay app would have to offer this immediate intelligence as you shop. On the part about integrating the payment into the experience, well that is where I beg to differ. With the SelfPay platform, a shopper is first greeted with a notification and welcome back message that pops right on the lock screen as they approach a store (thanks to our iBeacon integration) that once swiped, lands you right on that retailers in store shopping page. Start shopping by scanning items, (here you get to check the price and see all the deets), add items to your virtual cart and when you're finished shopping, pay with your saved payment method or e wallet. We've got rid of that annoying wait in line to pay, added a seamless and integrated way to pay, but we kept in the ability to check prices and info and a way to send "in-moment" offers and suggestions based on what you are shopping for right now not yesterday or last week. Of course we've also thought about a way for the retailer to confirm that your transaction was successful with a quick exchange of info as you leave the aisle, fitting room or store.