As “big brother” as this all sounds, the consumer wins in many ways. First, at their scale these companies can really drive prices down, and choices up. Amazon offers free shipping on orders over $25, and generous return policies, lowering the risk of buying sight unseen. Several service providers like e-Bay offer apps to compare price and consumer ratings of products. You can use them right in the store prior to making a purchase (or to order the same item on E-bay for less). Teenage clothing companies are introducing bar codes you can scan on clothing items in the store to determine whether your friends or peers have “liked” the item or more importantly, already purchased one. In a time constrained world, having the luxury of few clicks on E-bay or Priceline from your laptop, tablet or smartphone to plan a vacation, buy tickets to a local concert, reserve a table at your favorite restaurant or pay your bills on-line means you might find the time to get that extra hour of sleep or second or third workout per week accomplished.