Today there is much excitement about using analytics against reams of data to gain better insight. The hope is that more data will keep us from guessing about what is most suitable for our target audience because it allows us to focus on nuanced solutions tailored to our audience. Similarly, there is excitement about accessibility to data. Between storage in the cloud and access by way of mobile devices, the promise of information at our fingertips becomes more and more real. Entire cities are even building public infrastructures to facilitate this type of instant access. For example, in 2014, Google provided the city of San Francisco with complimentary wi-fi access in select public places. In an even more recent example, New York City began converting its outdated phone booths to a city-wide net of ultra-high-speed, free, wi-fi kiosks, in 2016.