This is a very clever ad. The future is heading this way, companies will have to implement these alternative strategies. Those that don't will fall behind. You could even take this campaign into the living room if you wanted.
We had "web 1.0" known as Ebay, Amazon, and other online companies. We had "web 2.0" which was known as the social networks and the usable web. The next step is the mobile experience from wherever you are using location based services. This is a prime example of something happening in this space.
Also what's wrong with location based services
? They aren't going to know your name, address, gender, social insurance number, birthday, phone numbers, from that. It's largely anonymous.