It is amazing to me that this is the technological solution to eliminating scanning barcodes at check-out lines. The obvious alternative is RFIDs, i.e., just push your cart through a scanner like airport security and all your items appear on the display. (The "automatically bill your Amazon account or credit card" part is optional either way.) From talking to a couple supply chain people, the best explanation I have…
There's no way a cart full of goods will scan properly if you roll through a scanner. RFID scanners don't handle RFID tags being stacked very well.
Just from these two technologies the "machine" can see that I picked one bag of crisps, one soda (oops wrong flavour I put it back and got the other flavour)(machine saw this and made the change).
RFID would only validate at the exit.
As for the cost 7-15 cents per RFID tag: -cash management costs. A lot. If you only do e-payments then you save from that -10 cashiers cost a lot (mistakes, skimming also costs)
Just from these two cost-cuts a super market can cover the cost to RFID everything in the store. Also the fact that a retailer (I am thinking Carrefour of Sainsbury's that move millions of items per day can get far better prices on tags).