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The question is how do you provide value-added services to people in a world where you are not locked behind a screen like this but where it is augmented everywhere. And the only way to provide that is not to have all the information everywhere you go, because that would be overwhelming, but it is knowing what information is relevant to you, the specific individual, and when, the only way you can do that, I believe, is understanding the context of how you relate to the things around you.