I don’t fully agree with you on two points:
That’s true if you’re in a position to choose.
You’re free not to use that shopping fidelity card if you don’t like being tracked - or shop elsewhere if that particular chain forces you to scan it to purchase something. But if the company is a monopoly and you need their services (e.g. you need to scan your transport card to take the metro to commute to work), it becomes problematic. That’s why there are consumer protection groups.
Likewise if you need your job to earn a living: in the pure capitalist theory, if your employer forces you to scan your badge and abuses the clocking data, you’re free to leave and seek employment elsewhere if you don’t like it. In practice, the choice many people have is to put up with their job or go unemployed. That’s why there are unions.
As for Fidesmo, if I’m not happy with them being my authentication broker, I don’t have a choice because 1/ they’re alone in the implantable transaction chip space and 2/ even if they had a competitor, the only option to switch is to cut myself open with a scalpel and implant their competitor’s chip - which is a big incentive not to switch, obviously.
So the free market doesn’t really work with Fidesmo either: the only choice I have is not to implant with a Vivokey chip in the first place. After that, if I don’t like it, tough cookie. And if I need my Vivokey chip to get on that bus to work or pay for groceries… well, that’s Fidesmo being in a position to force me to use their services.
Actually, the risk with implantables is greater: it’s a lot easier to swap non-implanted transponders than implanted ones. If I’m not happy with Bank of America, I can open an account at UBS: they’ll give me a new debit card with a new transponder. If I’m not happy with one Fidesmo partner - be it a bank, a transit union or anything else - I’m stuck with Fidesmo.
Worse: since Fidesmo acts as an authentication broker for all their partners, anything I do with my Vivokey is monitored by them. That’s one powerful position to be in if (when?) Fidesmo decides to exploit my personal data to turn a profit.