CRM relies on data collected from customers to create customized or one-to-one experiences for those customers. Data are collected at various touchpoints, places in which the customer interfaces with the firm to provide information, such as at a checkout lane, on the phone, on the website, and so on. Do firms have an obligation to explain to customers that they are collecting information from them to populate and drive their CRM initiative, or is it inherently obvious in today's world that such practices are routine? In general, what is your personal viewpoint of database-driven positioning strategies? What are the potential pros and cons to the company and to the customer?