MINI Cooper and RFID?

I was wondering when RFID would find its way out of "tracking goods" and being used for other things...

 

Heres a funny one BMW came up with to add a "look at me" touch for their MINI drivers...

 

http://www.engadget.com/2007/01/13/mini-usa-rolls-out-rfid-activated-billboards/

 

S.