Yeah that may have not been the correct phrase to turn there. I guess in this context it's more about personal ownership of data. Which at this point in time, i

Yeah that may have not been the correct phrase to turn there. I guess in this context it's more about personal ownership of data. Which at this point in time, is 100% trust based with Amazon and 0% tech based. I don't think that's something people, even many very technologically knowledgeable people, are aware of.