US residents can opt out of "sales" of personal data.
"Picture a wave in the ocean. You can see it, measure it — its height, the way the sunlight refracts as it passes through — and it's there, you can see it, and you know what it is. It's a wave. And then, it crashes on the shore, and it's gone. But the water is still there. The wave was just...a different way for the water to be for a little while."