Another thing that is absolutely new is the vast number of people using this data for things other than ads/marketing. The data on registration cards was never used to decide if you get a job or not, or how much you pay for a hotel room vs the next person, or how long you wait on hold when you call a customer service line, or how much your insurance rates go up, or whether or not you're a suspect in a criminal investigation, or if you get custody of your child in a divorce proceeding. The amount of things our data ends up being used for is on a scale that simply was not possible when people started filling out product registration forms.