Data Dispensers - Interesting !

Coca-cola has come up with RFID based drink dispensers, which will give consumers choices of more than 100 beverages.. ! It will also allow experimenting by sending new drink formulaes to these machines..
It is not just drink dispenser, but also a data dispenser. It will collect the data of what customers are drinking and transmit it over night to its datawarehouse. The company will get valuable first-hand information on how new drinks are fairing in the market, the regional taste preference and also help managing inventory efficiently.

I loved the concept.I think, it is applicable everywhere - making 'Point of sales' to dispense quality near real-time data will vastly improve the business intelligence. No middlemen, no corruption of data !