Is maxymiser.net Safe?

Taken from a slide show at ***** and other online sources, Maxymiser will track you. Furthermore, they want to track you (you specifically, not in aggregate) across all devices you use (PC, mobile phone, iPad, etc.) to access a specific site (e.g., Best Buy.com). However, it this case, I don't think it's malicious. If you really object to their site's tracking, you can opt out at ***** . Maxymiser's stated goal is to help websites present you with better customer service. One way it does this is by testing the web pages as they presented to you (presumably looking for things like how fast the page renders, if pictures are missing or links are broken) as one feature. From this, they could, for example, figure out that web pages render fast on your PC, but horribly slow on your phone. On subsequent visits/pages, they could redirect pages to your phone from a lower fidelity version of their site (e.g., fewer pictures, no videos, etc) while pages to your PC have everything. Other measures would be things like how may clicks is it taking customers to get to what they are looking for. That way, the site can reorganize or have quick links for their more complex offerings. Maxymiser also attempts to help web sites determine who their most valuable customers are and the ways in which visitors are successfully converted into first-time and then repeat customers. They could do things like notice that you are a repeat customer/visitor that keeps looking at that 55" TV, but never commits to buy it. They could then offer you a promotional code for 5% off to try to entice you. They might offer you a 10% off coupon after your 10th purchase from the site or free two-day shipping after you spend some amount during the year. They could also find out that pages that offer comparison tables for certain types of items seem to spur more sales where on other pages, it doesn't seem to matter. They might also figure out that for that site, products offered with one type of look sell better than another. That way, the site knows where to spend it's effort and how to create their offerings. Bottom line is they are trying to track you across the multiple devices you may have, but they aren't using that for selling advertising (or even selling it to other web sites). They want to help the site sell you more, which isn't inherently evil. They do offer a way to opt out of tracking altogether.