gerri: achessy yom, corelogic, idn analytics, list goes on. tilly just.ore companies getting into it every day because there is big money putting together information. lots of details about each and everyone of us. finally computers can crunch all thighs numbers. >> that's right. gerri: what they're doing now, they're saying some of these companies, i believe, i can't remember experion is doing it, they say you come on our website. you enroll. if you don't like what you see and want to change it, change it, right? thee problem is now you're givig them more personal details to track you down with. how is this information being used? >>. i would argue that these companies no more about you and your patterns than you know about you andu your patterns these guys are storing thousands of data points about you. everything from, what kind of like, what kind of websites you visit to what kind of potato chips you choose at the store and you simply don't remember all that stuff in a way you can crunch it, aggregate it, normalize it so a company can buy it to use it