332 Personal Content Experience: Managing Digital Life in the Mobile Age Some potential new business domains can be envisioned. For instance, we will see an increasing need for services that provide auto- matic metadata tagging by, for instance, detecting objects in an image, or identifying songs based on a short sample. Another potential meta- data-related business opportunity is related to cleaning services that aid in compressing or removing old versions, obsolete, or false content objects and their relations and metadata. There will be people who sell their own context data, connected with and related to metadata that is relevant to those contexts. Getting contextual data from people in real-life situations allows content aggre- gators to fi nd out what content is relevant to those situations. On the other hand, content collected by crowds may be indexed on the basis of the context obtained from these “context jockeys”. The context then ends up in the metadata of the content items. SHE’S A ZERO Eddie’s so disappointed with Angie. All of a sudden, his shiny smiley dream babe walks in and, without warning, matter-of-factly informs him that she’s got herself a jockey account. At fi rst, he can’t believe his ears. A jockey cellphone deal? Selling all her data to the devil! “You what?” Eddie started. “Heard me, hon. With Zero. Free voice, text, video, IM, sharing, TV, whatever.” Angie gets a blank stare from Eddie. After all his preaching and patient explaining, his girl still does not get it. There’s no such thing as free access – it comes with a price. “Look, we’ve been through this before. It’s free because they get all your usage data! They’ll know everything about you!” “So what?” “But you’re being abused! Exploited! You’re selling your –” “Aw c’mon. To hell with that. Everybody’s selling their context. It’s like, you know, the 21st century! Get real.” What really makes Eddie mad is that she’s right. There are loads of people on the street who couldn’t care less about their privacy, and opt instead to openly offer their precious context profi les, location data, music use, purchase details, anything. All that in return for some fast bit pipes and a few dismal services. They don’t care. That’s so wrong! “Angie darling, it’s not just you, but you’re stocked with stuff about me, get it? Anything you do with me will contain bits and pieces of my data too.” “So?” “I don’t want that! You’re not only exposing your sorry ass, but mine too!” Angie forces that wry smile that she knows he hates, raises her eyebrows mock- ingly. “Aha, hacker boy, you’re scared. ‘fraid your downloads will end up in the hands of’ FAM.” That was shorthand for UNFAM, the United Networks Fair Media Agency.