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Dear anonymous,
Why suspicious? If your phone battery is low, you're not going to order a replacement charger from Amazon are you? And, would you leave your phone/iPod in your car while you're shopping?
This is a secure, convenient service that costs a fraction of a new charger, has little environmental impact and should be applauded for having less landfill impact.
If you don't want to use it, you're free to use your car charger - if you've got it with you.
I haven't seen any other supermarket offer secure charging for ANY price though I believe Vodafone do something similar in some of their stores.