General Mills Experiments with Groupon

Covered broadly in the last few days.  The first consumer packaged goods company to try this.  This is an example of a manufacturer going around retailers,  also called 'dis intermediation'.  Offers $40 of product for $20 and a $15 coupon book.  Also, how will the privacy of data given to Groupon be ensured?   This effort, initially in two cities, takes Groupon beyond their local roots.  Also in the WSJ.