And that's exactly why they went with QR codes. The 2D barcode for checkout just contains a valid URL in a well-known format, so it can do double-duty as link-providing QR code for customer information. And because QR codes can store a lot of data, adding the batch information from the current tracking-only Datamatrix is trivial.

There will be no "wrong" barcodes to scan, just redundant ones for legacy devices.