After years of seeking a formula to predict human performance, many are starting to look at people as more than a series of 1s and 0s. Ford recently announced it will use alternative data in some of its credit decisions (in other words, doing what BHPH dealers do and receive no credit for). Even Moneyball poster child Theo Epstein is looking beyond numbers (in other words, doing what the Yankees did in the '90s and received no credit for).
On the finance side, this is a positive move, in my opinion. The truth is creditors have always been more willing to give the benefit of the doubt to many companies than they have to most consumers. Credit scores aren't always good at predicting the performance of credit, although they are often good at predicting the performance of a marriage. And since divorce is a leading cause of bankruptcy, if you're going to pull a score, pull it on the customer and his/her significant other.