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Encore Collects different data, “more easy” than is normally collected with a binary answer of blocked or not; Each person is one data point, meant to form a complement to deeper analysis; Assumptions: Collection is not blocked, Testers want to opt-in; Still space to figure out “ethical” collection requirements Future developments: Check for content manipulation, Tease out demographics of tests, Incentivize people to host the test to increase the perspectives for measurement;