-- to what extent is somebody out there in david plouffe's office looking at him saying, hey, charles duhiggrk city, these are the four movies he watched streaming online in the last week. >> i think people can put their worries at bay for two reasons. the first of which is still by far the most predictive things are the basics, and the campaigns have known these for years, right? where you live, how much money you earn, what your party registration is. unless you feel bad about people knowing these basics, you don't need to be worried in this new age. second is both campaigns went out of their way to try to anonymize data they collected. so they could track user 1 rk 300 from site to site to site and they would see if you came to barack obama.com where do you know next, what issues do you seem to care about based on where you surf. but they never linked up that user number with a voefrt's name. that's because they chose not to. in future years they could. >> and companies can. >> companies do all the time. right? target, walmart. everyone else tracks who you are online and offline and tries