when we have a langer data of body, even if it isn't as precise, knowing more allowstous do new thingsten the problem is that it is a small data universe, it is not big data. >> let's talk about intrusiveness, they have this information, and they can make these assumptions and target us. one of our prodaughters just had a terrible case of shingles can fortunately he is better from, but he says before almost anybody knew about it he started getting emails and ads about shingles. it feels like a terrible invasion of privacy to me. >> perfect. >> i'm glad to hear he is better. >> let's let dan answer that one. i do think that there is potential the r a huge invasion of privacy. and i think again, the user choice needs to be the center piece, and as part of that transparency is important. so a company like axiom, how many persons have heard of it. on the other hand, how many americans does axiom know something about, and the lack of transparency means that users don't have the opportunity to control their data. i would double check the privacy policy on that because it isn't very good. you