While GameStop is perfectly happy selling you Xbox Live points cards at the moment, in the future, the retailer wants to do more than that. It wants your Xbox Live details, so it can send you the stuff it's selling.
"Today you pick the card up off the rack that's associated with that map pack, we ring it up as part of your transaction in the store, and then we give you the code that allows you go home and [access the content]", GameStop's Shawn Freeman tells Ars Technica.
"Ultimately, we want to reduce even more of that friction, so when you buy that map pack in our store, we're going to be able to associate your Xbox profile with your GameStop profile, and then automatically push that to your download queue."
This means if you buy something digital in a GameStop store, and left your console on while you were out, by the time you get home it'll have downloaded and be there waiting you.
Convenient, sure, but how at ease would you be with sharing that information with GameStop?