It's also a step towards individualized pricing, which many people, myself included, absolutely hate. This can be done with self-checkouts but it'll work much better with handheld scanners. Normal price: 3x, member price:2x, individualized price: scan to find out.

Big chains plan to gamblify the prices in the next few years using their "member cards" points, some chains are already up to this with specific penetration targets before they move forward. And this is not insider knowledge they're upfront about it.