now, the indigo. when we put the new x-ray machines in people, zero : 201 videos of me naked? now people are starting to be okay with it. there was some bush back. the next, a strip searches of everybody. that would probably be unacceptable. so consumers and people are willing to sacrifice some of their privacy for a bigger gain, i.e., be able to go on a computer and search for anything and get information at their fingertips for free, but perhaps not all of their privacy. >> guest: do you favor, this idea of allowing consumers to opt out of having these targeted ads based on their personal preferences? >> and so what we have seen as we sort of the into this issue, different companies and people, two issues that really surface are now. i don't want to be searched. i don't want to be followed on the internet by this particular family. second, transparency. what are they doing with my information? when you buy a product in the internet from someplace how they collecting it, storing, protecting it from hackers, and to whom i did disseminating that affirmation. u.s. is selling tha