The tipping point seems to come at the point where the tags come in contact with individuals. For example, supply chain optimization is great technology, and we're all for that simply because it makes things more efficient, more cost-effective, and so on. At the moment, that's where the bulk of RFID use is. We're tagging large items. We're tagging cases and pallets; we're not tagging individual objects.
The concern is that at some point the technology will become cheap enough and small enough that it will be embedded in everything. The way the electronic product code is constructed, every single object on the planet could have a unique identifier. So unlike the bar code, where every can of Coke has the same identifier, every can of Coke could have a unique identifier. If that becomes associated with an individual and then is used for invasive marketing or tracking, or something like that, that's where we have the concern. Up to that point, it doesn't seem to be much of an issue, either at our level or with other commissioners around the world.