Audit Verification - now give us your 1st born

Wow, maybe I'm behind the times but since when did I have to divulge my eye color as an audit verification for purchasing a magazine subscription online? And how on earth can that be accurately used to identify you if you don't feel like being truthful about your eyes or if someone else buys you the subscription? I think they need to go back to the drawing board on this one - not only is it beyond intrusive, makes me instantly distrustful and ultimately abandon purchasing but there is no way to qualify this data successfully in an 'audit'.

Magazine Company: Miss, our records indicate you purchased a subscription for The Hollywood Reporter and haven't yet paid.

Subscriber [lying]: No I didn't, I have no idea what you're talking about.

Magazine Company [suspicious]: Oh really? What color are your eyes?!?

Subscriber: Uh, Blue.

Magazine Company [pause]: Hmm, well our records indicate Brown. Must not have really been you then, we apologize for the inconvenience.