 I think it's important to know that facial recognition technology for every face or anything that's scanned there's probably a lot of humans behind it. As with any kind of you know artificial intelligence type of product it's always powered by humans so the misnomer is that facial recognition is something out of the like mission impossible. When in fact it's really just scanning your face and understanding where things are. So it understands what your eyes are your nose your mouth and the distance within those different parts of your face. Think about your iPhone when you open that up it recognizes your face because everybody has a unique set of features and that is used as an identifier. It started off in the 1960s obviously we've gone leaps and bounds since then but it is something that has been around for quite some time. I think initially it was just a computer taking a lot of pictures and humans identifying eyes versus nose versus mouth now that we have complex algorithms that can actually identify those for us it's a little bit more accurate however there's always a human touch behind it computers are never perfect and even when you talk about image recognition you know which is similar in vain but yet very very different. There are click farms of people you know all over the world basically identifying objects that's all they do all day and in fact you know sometimes when you have a security question maybe you're hanging on to your bank and it tells you to identify all of the street signs that are in the photos they're actually using you to train for image recognition and you don't even know it. I think there's a creep in this fact which is just about everything in our lives like your iPhone people are always thinking it's going to be listening to you but eventually just as the younger generation now like most three-year-olds will ask Alexa things. Alexa please play some music. So no longer becomes something that's scary it's just something they grew up with. I think that as the generations grow and it becomes more inherent in everyday life I think a lot of the fear that will go away. A lot of retailers are using it to identify customers. There are some companies that you can sign up and get permission to do so so that when you come into the store next time it's a lot easier for you. I don't think it's much different than when you go to the store and you show a loyalty card or you have an email on file that's all the same type of data they're storing it's just a different manner of them doing it. Everything is personalized right that's the buzzword you're going to hear all over marketing and advertising. How to make a connection with somebody. How do you speak to the person that you're trying to target and it's always personalization and this just takes it to another level where it's personalized not just for maybe the category that you're in but specifically for you.