privacy ourselves? >> back up a moment because, ali, if you think about it, as consumers, people who are social media savvy, which this group you have is, we all have signed up at times or times, you know, for an e-mail marketing program to download a coupon and what have you. as far as online behaviors go, we have been doing this. we've been doing this for some time. but we've been doing it because we're allow that brand to interact with us. we're doing it because we want to communicate specifically with that community. now that we fast forward to facebook being open and having this open api and access to our information, it is our personal responsibility to show what we want, what we don't want. i myself have been victim as a sophisticated user of having my identity stolen from facebook in april 2009. then i chose what to take and make private and what information i wanted to make public. but when you get into the social