Yeah the concept is pretty damn cool. It's just horrifying to have a company own and control that data. I suspect this is like Xbox One launch disaster in 2013, in which Microsoft initially required all consoles to have an always-online connection. People rebelled, but today and certainly on our current trajectory, it now looks like Microsoft was just a little ahead of the curve. I think people will eventually become a lot more comfortable with companies owning their data because the benefits will be so enormous. I'm not happy about that future, but I think I understand it.