It's the law...
All ISPs should provide a reverse DNS lookup for every used IP address, according to very old RFCs....
Otherwise things can go slow, or even break entirely for bad apps.
I've never seen anyone even vaguely linked to reverse DNS - BT puts me living around 50 miles away, virgin is usually the nearest big city - but not always.
Remember that your mobile devices are wifi beaconing all the time, and retail establishments will be using that beacon to identify you as a person of interest. Unless you query by your wifi MAC, it's hard to know what they know about your location habits - but it's pretty easy for them to link wifi MAC with transactions over just 2 separate purchases, and then know when you arrived, how long you shopped for, where you stopped for in the shop, and what exactly you bought. If they're smart they can adjust the store to improve the number, and speed, of purchases......creepy, yes, but welcome to sales. :-(
Biting the hand that feeds IT
