, there's a study that just came out by the former privacy czar in the clinton white house, peter swiefer swire, with some other colleagues of his at georgia tech which showed that the majority of internet traffic by the end of this year is going to be encrypted. so that all the content of that, of those communications will not be visible to the isp. on the other hand, an operating system provider would see that traffic unencrypted and so, actually, would have more information than the usp would. further -- isp would. furthermore, we're no longer in a world where people access the internet i via only their home isp. the average consumer uses 6.1 devices to connect to the internet, bizarrely, and most consumers are using 3-5 different internet access providers to connect to the internet every day. the single home isp, for example, does not have a unique view of a huge amount of user activity. and if you consider, and think about it, if you take your smartphone and you connect to wi-fi which 46% of mobile users are doing for their internet traffic, that information's going through a wi-fi provide