You may miss some offers this way. But, if you really need a credit card or loan, the best offers will be the ones you research for when YOU are ready for them - not the ones that get mailed to you. Those mailings are usually set up to tempt you to make an impulse decision anyway. I'd stay away from them.
I can't stand the thought of the bastard credit bureaus profiting by selling my information either and I don't ever want lenders pulling my credit unless I ask for it to be pulled - whether it's a soft inquiry or not. But, that's just the way I look at it.
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