(FAST COMPANY) — Sometimes a business inadvertently drops the pretense and just tells the world its real intentions. We saw this yesterday, when Amazon bragged about how it “allowed” an employee to lose 100 pounds by endlessly delivering boxes. Amazon saw this as a heartwarming tale about how great it is to work for the e-commerce juggernaut. It completely missed the subtext: Who needs a gym when someone can physically labor for their corporate overlord and lose weight?

Now we have another, possibly darker example. Mastercard announced a new partnership with Microsoft that is tackling “digital identities.” Here’s how it described the project in a tweet:

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