The Big Data, by itself, is not a burst. What is a burst, is our ability to actually exploit it. And I don't think it's a burst, it's a new level for us, that I think we're going to get ourselves permanently on, and there's no turning back. The inherent definition of the burst is: something goes up, and then it goes back down. I don't think Big Data will go back down. I think we're going to have more and more of it, and we are really entering a world where this data will be used for our benefits as well as for company benefits and for many other reasons.
So in a way, it is a very irreversible process. To a certain degree it's new, it's a by-product of technology. Now, we have been active before, we moved from places to places as we travelled and so on, but we left very little trace by doing so. Thanks to the many digital devices that we use on a daily basis, and we carry it with ourselves, a huge amount of data is being created about human activity patterns that is now being collected and could be used for predictive purposes. And once again, as long as technology stays with us, this is an irreversible trend, and it will really fundamentally change the way we really use data and the way the technology interacts with us. So I really think that we are just seeing a bit of that this is coming this way, and it will be just as transformative as the internet-allowed communication was for us.