On that point, the collection of that data and the ability to do that reflects something of a split personality, almost, in the public. We protect our privacy fiercely on one level, and yet we live our lives on social media, an open source, on another. That makes it quite easy, as the Minister has said, in terms of corporate organisations seeing the value of that data in the same ways that they would any other assets—it's data they don't have to pay for. And that old saying of "If you think the product is free, you are the product"—not you, Mr Speaker. But that's the kind of really unusual situation we have between our desire for privacy and our living life in the open.