on. a lot of great progress, but things we need to look at. this is just a small piece of how a lot of this data aggregation goes for targeting and marketing and social networks, but the side impact potential of what happens is something i think we should think about. some of your graduates may go on to be writing these privacy policies for companies. a lot of the language is written saying something like, we care deeply about your privacy and follow the law. they don't tell you that the law is weak in many aspects and can pretty much do whatever they want. you can put a lot of fat sugar, or salt into it but you should have the choice as a consumer. is there any other comments or thoughts on different approaches to how -- please. >> in terms of nutritional labels who do you see as being the creators of the categories to change the way different companies something that companies could come together to develop guidelines? government agency any thoughts on those kind of nutritional labels. >> these companies would be the equivalent of the privacy commissioner that would oversee the broad categories and might say something like you have to say how you collect the data, what you collect what you do with the information, do you share it with affiliates, outside companies, number of, outside companies, number of categories that would be relatively digestible to someone who had not spent years studying the law and companies would have to comply by giving a clear answer. i i do not think this is such a revolutionary idea. it it is straightforward and easy but has not yet happened in most aspects of data gathering. >> i wonder wonder if you actually really need to put your finger on the scale much more heavily? basically if you want to say to illegal if you we will require people to do that to go to a public website. the enforceability of that, i understand but something along those lines posted burden on the company to basically say, i am asking you to do something that is not intended to benefit you. it might benefit you and some very long-term way, but trying to explain it. so when i go to click the answer is no and they try to persuade me to say yes. >> that is more the european model where you can opt in rather than opt out. there is certainly merit to that debate. you think you think about some of the new products emerging now for health and fitness where you where a device and so on. a lot of these -- i just talked to an entrepreneur the other day. if i sell the data i can make it more cheaply but if i don't i am at a disadvantage. you can have one where you sell the data and one where you don't. very torn by this issue because he see's competitors that deal in that category. category. so i think there is certainly merit especially stuff like that fairly intimate medical health gathering data as a default. they could ask for medical science we think this information would be useful. many people would probably agree but you should have the choice. this debate is not taking place on a national a national scale the way that it should be

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