ID.ME, a service from a company that wants to own our identity and offer unified single-sign-on experience across government websites, sent me an email asking me to earn cash back with ID.ME shop. This rubs me the wrong way. I don’t want my identity provider service to peddle me ads that urge me to shop.

ID.ME has already had its fair share of troubles around privacy and this email just seems tone deaf.

If ID.ME wants to be taken seriously, it should not be sending marketing emails asking me to use their 'shop' and earn 'cash back' and instead focus on offering a solid service focused on protecting customer privacy.

Do better!