We all love to be told we're safe. These stickers are becoming a part of the gas station landscape everywhere. Think about the "safe" claim here. If someone steals your credit card and slides it into this machine, that person will need to have your home zip code or this "safety" feature will stop the transaction. How many people have their physical credit card stolen and don't lose some other piece of personal information (like your driver's license) in the theft which will easily give the thief access to your magic zip code. I think the safest part of this sticker is the profit being generated by some company while proclaiming it is making our lives better. I'll bet it's only a fraction of a penny per transaction, but think of the enormous profit potential for that company with all those fuel pump transactions.