I'm more concerned with potential inaccuracies, but I think there's also a concern overall with micro-targeted messaging.
I think historically in Canada, political parties, particularly successful ones, have played a nation-building role and have provided messages and ideologies, perspectives that you sort of put it out there and people unite around it and seek commonality. It's no surprise that political parties would, especially now that we have the technology, become more responsive to individual voters or prospective voters or prospective supporters. I think it could potentially come at a cost if political parties—and not just to put it all on political parties but third parties, too—are using that sophisticated messaging to tailor. It's a responsiveness that can be seen as positive, but we're not necessarily spending enough time building those big messages and big ideas that everybody can come to.