on this theme that it is coming through here which is the tension between data if it s available to all the population and the personalization options you want better service they know what you need the company can provide with ai techniques a better and more adaptive product line and service experience and the other hand privacy rights so do you opt in to people opt you in and the like because it has huge implications for not only your day to day life but also just democracy itself right you know in my country we talk about intrusion of the voter populations if you don t have the access how do you know and you have global players who don t have the best intentions they know more about your voter population in a democracy than in the country i mean you have a that s a big issue for use availability of the services right now but the thing the real time example of cambridge and it s a kind they ve all been together now we know how that would work out so this is obviously a very scary con