I would offer a different perspective, though it could be that I’m misreading your intention in the last sentence. Scientific findings should all be available to the public, which is the ultimate source of most research funding through taxation or through product pricing. Misunderstanding should be addressed through education, not restricting access to knowledge.
While it’s true that the person who ‘owns’ the number will get points from whatever you buy, this is still very useful in those stores (increasingly many, anecdotally) where the price is a lot lower at checkout when you have a card or associated phone number. ‘Discounts’, I.e. un-jacked up prices, only available when you sell your data.