Control over big data.... For a lot of this stuff, when I say it's being collected covertly, it's a situation like your thermostat at home collecting a lot of different data points of information about how you run your household. They're now talking about the fact that refrigerators are actually gathering information about everything, including what's in the fridge.
You have automobiles that are providing information that could be very valuable to insurers. I don't believe that you give consent to your car to say that you can or can't provide all of that information.
Increasingly, we're going to have to look at ways of looking at those industries, not necessarily from a consent model, but from a standpoint of doing a review or an audit of how they're using information and then asking, is it in fact reasonable? Does it pass the reasonableness test?