Loyalty is dead in an intention economy!

source : http://www.unboundid.com/blog/2012/02/01/privacy-of-personal-identity-data-its-a-simple-equation/

Andy Land, Vice President of Marketing from unBoundID makes a case in the blog for Identity as a product.  I question the position that links trust and knowledge to Loyalty.  Loyalty is a about distorting economics.    If loyalty is just about increasing margin and contribution from the user (customer) then the only person who benefits is the company....

As we move to the potential that users can define their own terms and provide an intention that others can bid for, where is loyalty.  However Identity still exists.