who consented, but also the data of all of their friends. should facebook have been more transparent about this with users, or is it also up to users to know the details before clicking yes? >> when facebook launched the platform in may 2007, the way that these games took off and became fun was that you can invite someone, george, like your friend to a game, and all of their friends would be there. that was how it was so easy to participate and earn coins and points and all. this facebook didn't real advertise extent of what was possible. i had a couple conversations with zuckerberg where he said i had no idea people would take these tokens and build systems with that data. they had a rule where they you've had to flush the data, but there was no way to enforce that. they only did that a few years later. >> this -- go ahead, please. >> so when you sign up for a supermarket loyalty card, when you sign up for any kind of points program through an airline, when you give your data in exchange for some kind of