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'What, exactly, is the "swindle" here?
swin·dle (swndl)
v. swin·dled, swin·dling, swin·dles
v. tr.
To cheat or defraud of money or property.'

According to the website, the grocery stores use these cards to implement a two tiered pricing system. If you use the card, you get the lower price. The grocery store can then claim that they've saved you X dollars on your latest grocery bill. The catch is that the prices with the card are no lower than they were before the introduction of the card, and in many cases are higher. So people have to give up a fair amount of personal information for, in the best case, no monetary benefit. In the worst case they actually pay more for this 'privilege'.

A swindle? Perhaps not. Slimy and underhanded? Definitely.

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