During a Q&A session following his talk, Hirsch said explaining the value of BT to consumers won't be possible until the industry has a set of standards, a common language, that will make the
benefits to consumers more clear. Consumers think of BT as a way for companies to know everything about them rather than a way to deliver relevant, personalized content and advertising. In terms of
BT's growth, he said it will be "baked into everything we do."
