It's very useful that their system is all on the blockchain.
This type of tech can also be used by retailers, these retailers can see their transaction history of their customers from other retailers.
Sure it's anonymised but it's still a form of marketing, allowing companies to understand each of their customers. Saving startups and existing retailers a painstaking amount of money and time.
On you Omni! Keep in mind, they're not just keeping to small companies.
They will also provide this form of marketing to users who wish to develop apps on their platform. Like you mentioned save them a painstaking amount of money resources and time when it comes to knowing who you're selling to. That is actually a really genuine idea..