I read somewhere recently about companies buying up this MAC address data from individual shops and using it as an additional profiling source. If you walk into a store and end up purchasing something, then your MAC would be linked to any payment details. At which point, the profiling company would know who you are, and where you go.<p>I started writing a small proof-of-concept android app to randomise the WIFI MAC to make it more difficult to track a phone and its owner. The android API doesn't support changing the MAC, so it requires a rooted phone.<p>Mostly working code can be found at: <a href="https://github.com/d5ve/RandoMAC" rel="nofollow">https://github.com/d5ve/RandoMAC</a><p>It's made tricky by being unable to change the MAC whilst the WIFI is enabled, and re-enabling the WIFI resets the MAC back to the hardware one. Also by my total inexperience with android apps and java.