“Microchipping” is so “90’s Chucklehead Paranoia.”
Instead, think “integrating your online activity into a significant model of what you will buy without thinking.”
No one who is smart enough to be able to “microchip” people is stupid enough to think that produces any useable information.
People who are worried about “microchip” are people who have no idea how terrible a surgically implanted device would be at, well, anything. 100% of the things “microchips” are supposed to be able to do are already being done better and more efficiently by systems already in place.