Think about all the times you’ve bought something online. Now see if you can remember how many times you were asked for a “contact phone number” (as opposed to, er, a non-contact phone number?) so that the seller can get in touch if there are any problems with your order.
We’ve all been there. You’ve found something you want to buy online and you’re happy with the price, so you pop it in your virtual basket and head for the online checkout. It’s all going swimmingly... but you’re not going to be allowed to just buy the item. Oh, no no no. The site asks you to log in. Or perhaps it asks if you’re a new or returning customer. Or perhaps it asks you to register or create an account. Whatever the wording, it’s basically the same demand: before you can buy this item from us, you have to get into an artificial relationship with us.