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It's Cox. I sat in on a multi-dealer presentation that was sketchy for sure. We were all lured to the event to see a speaker that we wanted to see, but had to sit through a different presentation first (aka timeshare). We give them access to our DMS and they match other data sets up that are mostly anonymous. The promise is a dashboard and intelligence that will give us strategic insight. When the presenter dropped the catch, I quickly looked around the room to only see a few dealers comprehend the absurdity of it all. You see, the dashboard and insight is free if you give them access to your DMS. Oh, and they now get the last piece to the puzzle...freely given sales and customer data with the right to repurpose it. The presenter told a story about some app that his wife downloaded for free that helped them share newborn / infant moments. His story was about how you should never give up your data for something free. Somehow he didn't understand in his own presentation that he was proposing the same thing. #duh