There is a line to be drawn as to what personal information should not be compromised. The privacy framework we currently have has the principle that certain data should be deleted if it is no longer needed or intended to be used. That was passed by the Privacy Commissioner and most of the companies that are engaged in this discussion. The currency here is trust. They comply with that.
Now, in terms of your other question on how the business model works, we, as consumers, also demand that things be sent to us based on our data. If I'm at the corner of Laurier and some other street, I would want to know where the closest Starbucks is. I would want to know where the cheapest gas is in town. I'm demanding that information on the other end, as a consumer, that the businesses need to send to me.
It is a push-and-pull issue that is playing out here. If all of the data is removed, we, as individual consumers, cannot pull for a certain set of data we need to make our lives easier and to make a certain set of choices, purely from a marketing point of view, from what the companies provide. But there is a set of data that should be on the other side of the line, so to speak, and should not be disclosed. Again, the companies comply. After a time lapse, certain data is not passed on, and some is deleted after that. That line is constantly being negotiated, as we all know, between the Privacy Commissioner and the industry. It's an ongoing process as the market evolves.