so some of the technology they have in place right now kamensky pointed out they have moved from cameras in the eye to recording devices planted in the heads of dominican and the reason for that is because the stores want to know shoppers discussions to hear what they say about the products they displayed in their stores in that way they can gauge what are the best sellers, what things need to be moved off the shelf to make room for something else. but more shoppers don't know when you lock in a store that say this dummy is recording you. you don't know that i'm not a little bit creepy. it's interesting, but when it's happening in the last comment a little bit alarming. >> it is. and i don't remember walking into the store and having a disclosure statement saved by the way, you may not only be photographed, but i kind of want to know what your looking. and second of all, we're going to snooping on your personal, private conversations. so that was one thing people need to be really aware of. what is interesting, too if sometimes company and sort of have this worst for data, this insatiabl