bill gertz rule sets. as a rules language -- it b uilds rule sets, that matches personal and public data together. you can imagine a location system that is linked to your birth date, and your appointment calendar. it would recommend places to stop on your route that they to go and get a president -- present for someone that as a birthday. there is a way that could make people's lives easier. it allows for marketing where people are choosing companies, businesses, and third parties that they trust. it also allows for the emergence of vendor relationship management, where individuals are specifically choosing to share future buying intent and wishes with companies they want to do business with. it is like a corollary to customer relationship management. so, in conclusion, you can see that this model is a middle way, in between the business as usual, the better and more pervasive stalking, and do not track, where individuals are put in control. it is basically a win-win-win for everybody. regulators win beca