If you'd like me to start, that would be great.
There were some changes to consent less than two years ago that were intended as a clarification. I think the comments around a meaningful consent are a little bit misguided, in that what companies are collecting by way of information is not identifiable. For the most part they're collecting behavioural data; they're collecting something that they can then create predictive models out of. The idea that they're going to take the time and expense to merge data files in order to identify a specific individual.... They're not going to do that. There's no benefit to them; there's no incentive for them to do it. The real value is in that aggregated data and the predictive models it creates.
The idea that we're going to create a new model of consent whereby the information that's coming out of your Fitbit to accompany it, which in turn is sold to drug manufacturers, as an example.... There's no personal data being sold; it's the aggregated data and the value of that aggregated data that's being sold.