What I find interesting from a records perspective is that previously there was no tracking of information such as:
Nina watched star wars 15 times in a row(slight exaggeration I think) 
Bruce wore bell bottom pants
I had a leisure suit
Pogs? Still no clue what they are but Elisabeth likes em but who knew
Beanie babies were going to pay for someone's college education, thanks for the reminder Anne
Steve has a heart for keeping inanimate objects alive
Griffins on the newest fad. Drive safely my friend
Yes Robert still alive. Wacka Wacka. 
Cherise contributed to a person making $100 K on pet rocks
Maria was found of a footsie (which I had to google and found a good article about fad related items http://www.northjersey.com/arts-and-entertainment/then-and-now-fad-toys-a-summer-staple-inspire-warm-memories-1.596970)
David's purchasing habits from corgis and matchboxes to hot wheels.
Sharon using a hula hoop heavy-didn't know there was such a thing
Brian  contributed to the pet rock craze. (aren't there some places in Hawaii where if you remove a rock from a beach it is bad luck?)
Anna, I had a hard time  with pogo sticks

So before it was very limited information gathering, no data warehouse.

But now look at the information being captured by pokemon go. 
They know where you are
They can direct you to places to buy things
They will know if you don't want to go somewhere
They can track your driving habits
Your buying habits
Exercise habits

All that information to be managed which years ago wasn't a thought, you would pick a hula hoop up at the store hula away and then that was it. Generally the store wasn't even tracking your buying habits.


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