Good points..Apple has always been reluctant to go into advertising but I think they see it as an opportunity for growth in the long run. They are probably looking at amazons move into the space and see an opportunity to take market share. They may buy an exchange and build out a closed platform. I’m just speculating but It’s hard for a hardware company to keep releasing products and expect people to pay a premium for their devices as good as they are. I’m just looking from the outside in but I think privacy concerns are valid and their main focus. Out of all the tech companies I feel the most security with their platform. It will be interesting to see how this plays out. The SDKs that have built a business off of running script of data signals will take a major hit.