I have two quick points.
First, we work on something that we call “lean data practices”. It's the idea that we should not keep data if we don't need it. The best way to secure data is not to retain it. Sometimes it's needed, but sometimes it's not. The industry could do a better job and consumers could learn more about insisting that data not be kept if it's not needed.
Second, location is a particularly sensitive area. It's probably an area that is ultimately going to need more government attention. Many users probably would feel really comfortable with an Apple or a Microsoft holding this data, because they have great security experts and stuff like that. We worry a lot about some of the smaller companies and third parties that are holding some of this data and maybe not doing it as securely.