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I think as you unpack GDPR and look at that balance of Privacy and Trust
going hand-in-hand, some of the frameworks around the idea of not just
what they call PII information.. we say you know swallow your PII pill.. but it's
things like contextual information that count in this and so only think about
contextual information it might be an IP address, it might be location data, so the
ways example that Ben talked about and what that really gets into is there's
data and then there's metadata and in the world of the code halo where you
know effectively every move that we make is not just "Hey! I
posted you know pictures of my family or I made a comment on Facebook" but it is
the metadata about us. So that context I think is a lesson from GDPR
that is also going to be put into the mix, the algebra if you like, of data
protection and privacy and there's a whole raft of other things within GDPR
legislation that will inform how that regulation plays out and informs
trust and we say in the white paper you know one of the things to look out on
the slippery slope is the absence of trust will lead to antitrust and so for
the big companies of the world, at the end of the day that is clearly an
existential factor that they're gonna need to be cognizant of.