We think context awareness makes sense. The reasonable consumer consuming a certain experience will have some idea of what is involved. If that is not there, then we want that to be more explicit. It's very contextual.
It also depends, obviously, on the type of data. Some data is much more sensitive than other data. As one of the other panellists mentioned, using an online gaming platform is different from using a health care site, so it's being context aware and content aware. Context-based consent makes a lot of sense.