I didn't say it was an inconvenience, but it may not be helpful, if we're talking about.... The concept of de-identification is to remove the ability to trace it back to an individual so that it's no longer personal information. When we are talking about personal information, consent is very relevant. We need consent for the purposes for which we are going to use it. Once we've turned it into de-identified information, part of the process of de-identification is to protect that privacy, so we don't need to go back and get consent.
We did hear from Dr. Khaled El Emam about alternatives for regulating de-identified information, which can be very interesting. In the absence of that regulation, Telus has acquired privacy by design certification to give that assurance to our customers. We do have use-case reviews. We look at the datasets. We've built in a tremendous number of controls to ensure that our customers are comfortable with what we are doing.