'The customer is king.' But does this saying also apply when during shopping you are completely screened and profiled by cameras, databases and Radio Frequency Identification (RFID) tags? Without you knowing it and without being able to do anything about it? How kinglike is that? A short film by British video artist Chris Oakley shows a shopping mall where everyone is unwittingly reduced into a digital consumption profile: click HERE to watch the video 'The Catalogue' (2004). Will this become the shopping mall of the future? Certainly not if it were up to Privacy First to decide. After all, as a customer you should remain king, and that includes remaining king over your own 'profile'.