Dutch Umbrella -- a startup focusing its efforts in and around the city of brotherly love -- is looking to take the idea of courtesy umbrella rentals to a new level by incorporating RFID
tags and marketers. Currently, the firm has landed eight partners that will toss logos on the stark white umbrellas and utilize the tantalizing tracking information that gets recorded each time a rainy day encourages patrons to grab some cover. Merchants are required to pony up $100 per month in order to receive the marketing
intelligence, and can then use it to determine where umbrella
carriers go once the downpour begins in order to better position future ads. Unfortunately, we tend to hear that It's Always Sunny in Philadelphia, but there's probably not much truth to that.