So, there’s this whole division within not just ADI but within moda that works on these Privacy Enhancing Technologies guidelines. And the main work that ADI has been doing is just to let the industry know it’s not actually as expensive as you think to invest in such technologies and to drive the cost down, because our work is to establish the bottom basic line of compliance. And once the entire industry knows, okay, now the social and market expectation is for e-merchants to no longer leak your mobile phone number to your delivery, downstream Then, everyone who doesn’t do that will be socially boycotted. There will be a social sanction

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