Three years ago, I wrote about Cooler Screens, the horrible cooler-door screen company trying to embed advertising in yet another facet of our lives. Alas, my plea for them to just stop has (predictably) been unsuccessful. The displays are now in thousands of Walgreens stores, and many people are not fans.

To Avakian, it’s simply an expected growing pain. Cooler Screens plans to educate customers about the digital displays and launch features like voice recognition, so shoppers can ask about prices or item locations.

“This is the future of retail and shopping,” Avakian said.

I really hope not.