Jonathan Herzog

And so the point is, it doesn't necessarily have to be that way.

So put a pop-up up everywhere.

Well, I mean, so there's some alternatives around informed and active consent, making you more aware.

But those don't really tend to work.

Because again, there are these like

dozens of pages of legalese and complex information that any rational consumer would accept because you want the benefits of the service.

Exactly.

And so this is some of the great limitations of, of the use of disclosure as this regulatory kind of panacea where it's,

Sometimes, actually, to your point, if I give you more and more and more information, this is the kind of Huxleyan world we live in now, where there's just constant, constant misinformation, disinformation, information everywhere.

It actually makes it easier for the firm and harder for you.

That's right.

And so having data as a privacy right or data as a property right, rather, could mean that when you, let's say, if you choose to go onto Facebook, you can have a choice.

You can basically have a dial that says, if I, let's say, pay $9.99 for the service, and they've actually run tests, and they see how much are you willing to pay in exchange for certain privacy trade-offs.

We all have our own point.

You know, I may value that at $4.99.

You may value it at $13.99.

The point is you can reconfigure it so that you have a choice and you can- I don't ever see that actually.

Yes.

So there's so much here.

And I think this is really exciting because this is the vanguard.