R.K.: Absolutely. Katie mentioned Yelp and I use Yelp a lot but what I've learned is if you just typed in search for a restaurant nearby, you don't get them in order of which ones are the closest, they could miles away and it could be number one and I think it's because they sell advertising.
It's just like if you go to Google and do a search, the first couple ones are paid results and then the rest of the results come afterwards. So what I've learned with Yelp in particular is I have to go in to the filtering settings and say "I want this in order of distance from where I am" and I think there are a lot of apps like that, you really don't even know.
Part of the matter of holding on to our agency with apps is understanding how apps work and controlling the apps even, but I do go way beyond that and you do go in to talking about the Three I's, let's go there with that. Katie?