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I do the "request ID to verify identity" thing too ...
Except for POS where the customer doesn't surrender the card (i.e., most supermarkets), 9 out of 10 times the salesclerk looks at the back of the card and asks for my ID.
I thank them warmly to reinforce the behavior.
(remember the days when it was a big deal for a clerk to catch a stolen card? Don't they still get financial rewards from VISA/MC/AMEX for turning one in?)
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