additional information did they have access to that everybody else doesn't have to. that's the breach, that's the conversation there. >> based on the reporting this seems different than the ads that you're doing to promote your show because you're buying -- you're making an agreement with facebook and they're saying here is the data we're giving you. all the reporting indicates that facebook was misled, that it was told this would be for academic purposes and more data was pulled out than facebook was led to believe. they didn't go in the front door. cambridge analytical isn't the one that said we need a huge database, can you work with us? they went through the back door. >> final word. >> the final word on this, i want to go back to what john said. john makes an important point, look, this is marketing. there are more data points now than there ever have been for marketers to use. they're going to use them in politics as well as commerce. the point is, though, when we have political actors who use