Firms have always had an interest maintaining the loyalty of their customers. This has also involved knowing more about the customers. In a discussion of subscription models, the Economist, refers to what may happen because of restriction on data that may emerge because of the Cambridge Analytica imbroglio. Subscription models are becoming more popular, in part because technology has made it easier to rent rather than own assets. Instead of buying software, for example, users can get access to it as a cloud-based service.