The sales pitch for the “Unique Identification� (UID) project had three important planks – corruption control, inclusion and portability. All three claims were based on a poor understanding of the relevant programmes. Recent experience in several states suggests that the same goals can often be achieved with simpler and more appropriate technologies without the hassles attached to the UID project. On the other hand, UID application pilots initiated by the Unique Identification Authority of India (UIDAI) and others have faced serious challenges. Yet the government has been pushing towards making UID compulsory, and worse, is now moving towards charging for use of (free thus far) authentication services. Selling the Idea. The advertising blitz to “sell� the UID project made three claims: one, that corruption would be eliminated, especially in the Public Distribution System (PDS) and the National Rural Employment Guarantee Act (NREGA). As far as corruption in the PDS is concerned, Tamil Nadu has been running a clean system without UID. Intelligent applications of simpler technology(e.g., computerization, sms alerts etc.), along with other reforms, have contributed to the turnaround of the PDS in Chhattisgarh and Odisha.