 Here's his age. Here's where he lives. Here's where he's going. They don't have a lot of information about you, but they have whatever's in your file for you when you made that reservation. And so, yeah, now they can look at it and say, okay, you're going to Oklahoma or whatever, so let's sell something that's in Oklahoma. Or he's this age. Maybe he wants to buy this type of product, or maybe it's a drug company ad running, or maybe Macy's bought a spot on there. But it's really interesting because some people are going to look at this as a violation of some type of trust or whatever by having all this information about them.