those of you who are privacy geeks know about the fipps, as they're called. you'll know they were developed in the united states in the late 60s and culminated in the early 70s and 1973 report on privacy directive put out by the department of health, education and welfare. they really are all around the world in different countries and expressed in the ecb 1980s practiced principals, the gold standard, these number two, that was actually the first thing. number one, we wanted to be sure these fipps are accessible and understandable to consumers, they articulate a clear set of rights and expectations consumers ought to have. number two, we wanted to make sure that these rights, again, based on the fair information practice principles are tuned to the -- both the challenges and the opportunities of the internet environment, that they take advantage of the fact that we're in a much more interactive environment, that individuals can exercise control in many cases over their personal information if technologies are designed the right way but also that there's obvi