It's a great question. What we're seeing already in the market is that consumers at least want to have the choice. If they know that a certain retailer can offer them a tailored discount, for example, in a lot of cases they like that. A lot of consumers would prefer not to have that.
You'll see that newer smartphones, for example, have the ability to turn your GPS, your location services, on or off. On the older ones, you couldn't do that. That's a really important innovation in the technology to give consumers more choice as to whether or not they are going to give that data to others.
I know I have to be quick, and it's a longer answer, but we're all recognizing that consumers need to have, want to have, the choice to be able to do it, and that's a very important aspect.