The boards, which usually carry typical advertising, are programmed to identify approaching Mini drivers through a coded signal from a radio chip embedded in their key fob. The messages are personal, based on questionnaires that owners filled out: “Mary, moving at the speed of justice,†if Mary is a lawyer, or “Mike, the special of the day is speed,†if Mike is a chef.
RFID (radio frequency identification) technology is making the experiment possible. Researchers and entrepreneurs have labored for decades to extend the practical uses of wireless tracking using radio tags.
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Big Brother trying to make you feel special … gee, that’s only scary as hell.