I'd just note that there are companies that address the issue that we've been hearing about, this notion that they think you're someone, but perhaps you're not that person. For example, even Google gives you that ability, and it's quite striking when you do it. Google has a section where they'll tell you who they think you are and what you like based on all the information they've been able to cull.
Now, you can have them turn that off if you want. You can also tell them they have it wrong, and that this is actually who you are, because you want to see stuff that better reflects some of your interests. Some people say they don't want to tell them who they are or what their interests are. Other people say they'd rather see that sort of stuff.
My point is that there are companies out there that are thinking about those issues. If we can get the right framework with the right incentives from a regulation perspective, I think there are some good opportunities here.