An original seed of corruption in this whole problem is the concept of micro-targeting. There is something to be said for having an Internet and index and aggregated sources and all that stuff that is useful for looking things up. We've always had phone books and things of that nature, but typically they were the same for everybody. When I look at the Mona Lisa, I don't have a personalized version of it coming to me that I find more attractive compared with the person next me. It is a human experience to experience what everybody else is experiencing.
When you throw in micro-targeting, you up the ante on how much this data is worth and how much you can squeeze out of—