From what I see in the market, we need to rise to the occasion to assure consumers/patients that their privacy will be respected or we wont realize the full value of digital health as it relates to behavior change. What do you think it will take? A digital health version of the Hippocratic Oath? Is data privacy a potential competitive advantage in building brand and an organizations reputation? How do we achieve transparency about how personal health data is collected and used? Do we put the ball in the consumers court, allowing consumers to either opt in or opt out to sharing their data?