It might not be a great look to say "the 5% of you who signed up for FB Premium get security, and the rest of you get to roll the dice." I believe, and have been thinking about it for 7+ years, consumers will own, control and license their own data. It will flip ad models everywhere, and loyal brand followers will have their purchases subsidized, get experiences granted to them by brands, etc. Entirely new businesses will form out of this ecosystem where consumers have control– but where that is a good thing. The data will finally be fresh, authentic, deep and dynamic. It still felt early to me to start this about a week ago– but now the world feels like a very different place. If any technical folks would be interested in pairing up on it, I have lots of ideas.