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Tom - DMV does play into this. They are wrong for selling personal data as well when it is without the permission of the original owner. As far as I am concerned, find money for the bridge elsewhere. Just like TrueCar, people are turning their backs on their personal information with an illusion that they may be saving money... Meanwhile, their personal information is being bought and sold by a very few tech savy companies. As stated elsewhere, this data accumulation business is in the multi billions of dollars... not chump change. Are they paying enough for the data they are accumulating? I say no. This technology is new. Also, keep in mind that they are not paying dealers for their data... they are taking it. I am not going to try to wrap my head around the rest of the world, but I do believe that I "get" the automotive side. I believe controlling data from the point of its origination based on its importance is the answer. Example: dealership profit on the sale of an automobile. Critically important. Lock Those Fields Down. No one besides the dealer and maybe an auditor should have access to an individual deal profit. Now, take this a step further, a few others including say the manufacturer may need / require total model profits. Ok, they get a cumulative total. Now individual deals would not skew analytics and bell curves. I suspect someone out there reading this is crying FOUL on that last sentence. But what they don't understand is there are mitigating (litigating as well) factors involved in dealers making individual "deals" that make absolutely no sense standing on their own. Technically, these deals should not be included in any cumulative profit, they belong in the customer retention account or marketing account. Hope this long winded description opens up more thoughts...