Well, it's definitely a challenging arena. I agree with Adam to the extent that we should be putting in place flexible regimes that don't shut down legitimate innovation and these types of things. I'm also on Facebook, and I like the services.
I think there's a gap between the user understanding and expectation of what's happening when they interact with their friends and their colleagues in some of these online venues and how the information flow works. A lot of the interactions happen in a semi-public context in social media, and companies like Acxiom are free to basically suck that up into their databases. This is probably a violation of Facebook's terms of use, but there's no transparency in this process. Nobody really follows very closely how the information is getting into these databases or what the rules of collection are.
With respect to the database data brokers in particular, it's a challenging environment. There's no direct interaction with the users, so you need.... The FTC is looking at putting in place some rules that will stimulate industry to provide centralized places where users can go and check which data broker has a profile on them, what they have, and where it came from.
That may be one starting point for it. We don't need heavy-handed fines or anything like that in this context, but at least the threat of a penalty, if you continually ignore the principles that are there, is very necessary to get both proactive and reactive compliance. I'm not saying everybody's a bad actor, but without the possibility of a penalty, there's often little incentive to practicably figure out what these principles are and really integrate them into your business model.