But by the method you use in your first 2 examples, you start with the digit to the left of the barcode, reading digits 1, 2 and 3 of the 13-digit code. In your USA example, you start with the digit inside the barcode and read digits 2, 3 and 4 of the 13-digit code.

Following the same rule as your European examples would give 509, not 099, no?

Yet more anti-consumer technology to go alongside the gates that won’t let you out until you scan your receipt, the ANPR in the car park, the hair-trigger scales on the bagging area, etc. All to crush that extra penny of profit from us.