Since they tried to charge everyone extra card payment fees I have assumed their leadership were idiots....
I get why they are doing some of this, not sure how useful it will be. Couldn't you already have free content? Not sure that's actually new.
And wow, that has got to be the most unrecognisable logo ever. They are going to have fun trademarking that....
You normally get the first one hassle free, then get checked a few times after that. Once they know your reliably you get checked a few times a year only (or if you have a strange shop)