also the guy -- the work of a guy who is named doc searls. he wrote a book called "the intention economy." is a must -- it is a must read. all others are interlopers or third parties between an individual and a brand and someone they want to anthrax with digitally go away. hopefully that is helpful. >> john havens, so much of our information is already out there. why would we now put it in a lockbox? >> it is a great question. it is frustrating. i think right now there is this sense of cents -- massive sense of ennui. my data is out there, why protected? i think the equivalent is i have spent money before. why would i now put money in a bank. i'm not trying to be funny or mitigate your question. company doesheir more of the online reputations therefore you can potentially see what sides sharing data that you do not want to share and try to have it removed, that sort of thing. for me and for my kids, i picture a time -- why is it so precious? because our data is exponentially being shared. ande can stymie it a bit bring it in, from this day fo