One way to leverage that data is from an advertiser or marketing standpoint. Pandora has interesting opportunities on the horizon because they can tell if someone is listening to Pandora from the app within their car versus the app on their phone. And they can tell not only are they currently in the car but what type of car are they driving; so from that level of data you can make some really interesting inferences regarding demographics and psychographics that could allow you to serve up the perfect ad to this person at the perfect time.