RFID Bracelets In Disney Parks?

There's a very interesting new NYTimes article http://www.nytimes.com/2013/01/07/business/media/at-disney-parks-a-bracelet-meant-to-build-loyalty-and-sales.html?hp&_r=0&pagewanted=all about Disney standardizing on RFID bracelets. Their goal focuses on sales and marketing and it only talks about security indirectly when examining the privacy implications. Ironically, the only security mention is a Disney fan club member who says, "“As far as ‘Big Brother’ watching over us as we wander the parks, anyone worried about ‘real’ privacy wouldn’t be wandering around a theme park full of security cameras.”" However, it seems that putting RFID bracelets is a pretty strong way to track people for security purposes as well. Anyone think there are material dual benefits here?