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our private data that will be mined from watching ATSC 3.0 broadcasts will be as valuable or maybe more valuable then the ads they will surely curate and serve to us, which they will charge those companies for airtime. all these devices have internet access so “phone home” to the broadcasters will be as easy as anything. They would even know if you muted the audio on certain commercials, and if you turned it up on others. they will easily build profiles on your watching habits, and if they link to the already existing profiles we all have from our phones, browser history, alexa, google homes, spotify/music in the car or working out, etc… it really is like 1984.