Sure. Thanks very much for the question.
The example of traffic data and how it is applied to mapping services, whether it is Google Maps or others, is a perfect example of how you can have a functional consumer product that actually has a consequence for important things such as infrastructure investment and quality of life for commuters.
When you have a phone and you have opted into location services, you are in a sense providing anonymous tracking information about your movements to your phone provider and to whatever mapping service they use, which allows them to know when you are on a highway or any other road and what speed you are going at. When you aggregate this sort of data from thousands of people, all in the same traffic jam or in the same city, you get very detailed information about that traffic behaviour that could be used to provide guidance to users about choosing their routes and choosing when to leave.
It also sends important signals to cities and to people in charge of making investments in infrastructure around congestion points or highways that may need more investment. It gives them the sort of detailed data that was previously available only by hiring university students over the summer to sit on the corner and use their little clicker to count the traffic. It's a consumer product that in its application actually provides data and insight that can inform tremendous investment.