From a consumer standpoint - 100%. I think the the brick-and-mortar store would also get this data if they could. This reminds me of the massive behaviour surveillance happening in grocery stores. They've done it for a long time but these days the latest tech allows them to record detailed stuff like how long you sit in front of a particular product before you pick it up, etc. I don't know if they link it to identities but I wouldn't be surprised if they keep face databases even if they don't know the exact names for each face. I wouldn't be surprised if they've started buying face ID data to "enrich" their datasets. If they haven't they probably will if they think they can make more money out of it.

I think the want tends to become a need (not for every business in every market) because of a few pressures, among which is the competitive pressure for capital. If this business won't deliver growing profits, capital would move into another that would. Without capital, there's no money for procuring the means to do new product. I think that gives the basic pressure for profit maximization that we see around us. It's not universal - non-profits, private firms which don't take outside capital whose owners are opposed to profit maximization, and some others tend to not be subject to it. So for some types of businesses I think it qualifies as need, or else they risk their survival and therefore the usually high compensation of their exec layers. I'm not married to proving it need and not want, just thought you might not have looked at it from this angle.