I heard this interview with the CEO. So Dstillery says they have anonymous but unique identifiers for each phone. They probably then track where people shop at, where they live, where they spend their time, etc, and probably cross reference it with other publicly available data to make profiles of people. I'm pretty impressed by it's capabilities but I am very curious (worried?) about how they get that gps data. Best I figure, it's either through apps installed in the phones (how!?) or, through the cell phone carriers releasing that data either publicly, or through some deal with the firm. Anyone have any insight? Does that seem sketchy to anyone else?