Well, I think absolutely. As far as we know, the business model for many of these companies—and I think that for many of them, they are evolving, shall we say—is to leverage the information, the social graph that they're able to accumulate, and add value to that for marketers or others. There's no question that that's the model. That isn't, in my view, bad per se. There is a lot of value that comes out of this environment.
The danger comes where we engage in, as I talked about earlier, things like social media misuse, or the collection of information that I think in many ways feels somewhat surreptitious, where people are unaware of what's taking place. They're being tracked in ways that aren't providing information in the way that we typically think of, such as entering a bunch of fields on a computer screen, or uploading some pictures and saying, “Here this is”. In fact, it's the other kinds of activities that are actively being tracked and used, in much the same way that you've just described.