The idea of your data having an expiration date is probably the most important thing in this article... not for the consumer whose data is being monetized, but for the buyer who assigns a value to that data in the first place. My synthesizer arrived today. I should be able to mark that fact somewhere, so I stop receiving ads for the EXACT SAME THING I ALREADY PURCHASED. If I am Reverb.com or MusiciansFriend or Sweetwater, I would REALLY want to know that, and hit the consumer hard with ads for 1/4" cables, and MIDI cables, and external controllers, and DAW plugins... But no. My ads are full of Behringer Poly D ads. I once owned the URL "AdChoice.com", and had conceived the idea of an opt-in advertising platform. The idea was way too early and never took off... and I let the URL go. Please note that every single Google ad you are fed has a little name in the upper corner which is "AdChoice". That could've been my first million dollars. Sheesh.