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British Airways Plans To Google Passengers 177

Posted by timothy
from the only-miscreants-and-terrorists-would-object dept.
itwbennett writes "British Airways wants to be the airline where everybody knows your name. The idea behind the 'Know Me' program is that by using Google Images to ID passengers, they'll be able to recreate the 'feeling of recognition you get in a favourite restaurant,' Jo Boswell, head of customer analysis at BA told the London Evening Standard. But the more privacy minded among us know that the airline could end up seeing a lot more than your face."
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British Airways Plans To Google Passengers

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  • by Kagetsuki (1620613) on Saturday July 07, 2012 @08:32AM (#40574863)

    Or what if it's the wrong person with your name? I know my name doesn't show up for me at all (I'm not registered by my real name on social networks etc.).

    • by AngryDeuce (2205124) on Saturday July 07, 2012 @09:02AM (#40574995)

      Exactly. My name is about as common as 'John Smith' here in the U.S.; there is a major Hollywood composer that's done the soundtracks of hundreds of films over the last 30 or so years, professional athletes, a country music star, and an actor sharing my name, and that's just off the top of my head. If you were to Google me I'd bet you'd have to go 30 pages deep to find a link that is even possibly connected to me in any way, shape or form.

      Hell, just within my home state there are dozens of results for my name, nationwide, there's probably thousands of people with the same first and last name as me. Unless you have a very unique name, I don't see how this is going to be effective at all...

    • by Kazymyr (190114) on Saturday July 07, 2012 @09:07AM (#40575021) Journal

      The only things that show up when you google my real name are a few usenet posts that I made in one of the Linux kernel groups circa 1999. That ought to keep some airline people wondering.

      • by FatLittleMonkey (1341387) on Saturday July 07, 2012 @10:26AM (#40575355)

        Ditto. I do sometimes worry whether this will be an issue one day. At some point, will being unable to datamine you, be like not having a credit record; where, even though you're not a bad risk, they still won't/can't deal with you.

        Having a company (an airline, hotel, etc) refuse you a booking, being denied a job, or even having legal problems [**], not because you've done anything wrong, but just because their screening procedures are so tied up with datamining social networking, that they literally can't process anyone who maintains separate online/offline identities. (And as there's fewer and fewer people who will fall into this category, they have no motivation to fix it, and frankly find "people like you" suspicious anyway.)

        [** Not only are police using social networking sites to research suspects; but I wonder if separate online/offline identies are already considered "aliases"?]

      • by Gordonjcp (186804)

        I have to admit, I'm curious as to who thought the parent post was a troll and why. Maybe we need dope testing for moderators...

      • by squiggleslash (241428) on Saturday July 07, 2012 @02:04PM (#40576723) Homepage Journal
        That's good for,you, but when someone Googles my name, they get the "Terrorist of the Month" page at Al-Qaeda.com!
    • by Roger W Moore (538166) on Saturday July 07, 2012 @09:13AM (#40575061) Journal

      Or what if it's the wrong person with your name?

      That's not always a bad thing - may be I'll get some free upgrades out of it! ;-)

    • by TheRaven64 (641858) on Saturday July 07, 2012 @09:19AM (#40575085) Journal
      They're not doing this for everyone, they're doing it for people flying first class who might expect to be recognised. They don't want a flight attendant who sees Balmer having laptop problems to attempt to be friendly saying 'mine always crashes too', or similar. That sort of thing can easily lose an airline a lot of money, which is why they already try to brief cabin crew on any VIPs.
      • by Hognoxious (631665) on Saturday July 07, 2012 @10:04AM (#40575269) Homepage Journal

        They don't want a flight attendant who sees Balmer having laptop problems to attempt to be friendly saying 'mine always crashes too', or similar.

        It's OK, the seats are bolted down quite firmly.

      • Re: (Score:3, Interesting)

        by sir-gold (949031)

        So in order to keep Steve Balmer happy, they will hide the truth from him.

        And people wonder why Balmer is running MS into the ground. Maybe it's because everyone is tiptoeing around him, making sure his rose-colored glasses never come off

        • Balmer is just an example. They don't want to have one of their employees make a disparaging remark about BMWs when the CEO of BMW is looking at a car advert in their in-flight magazine either.
          • by ultranova (717540)

            They don't want to have one of their employees make a disparaging remark about BMWs when the CEO of BMW is looking at a car advert in their in-flight magazine either.

            Wouldn't it be far simpler and safer to simply tell the staff to not chat with the passengers? You never know what weird triggers some self-important douchebag might have, so why risk hitting any of them?

        • by rtb61 (674572)

          Which brand of whisky is sold in rose coloured bottles, I haven't seen that one yet?

    • by Valtor (34080)

      Then I'm happy that my name is not too common...

    • If you're trying to figure out just how far down in search you are, http://digfer.com/ [digfer.com] is a good utility to "dig" through all those people that are... well, more important than you.

    • by mcgrew (92797) * on Saturday July 07, 2012 @01:02PM (#40576315) Homepage Journal

      From TFS: "The idea behind the 'Know Me' program is that by using Google Images to ID passengers". They're not searching by name, they're searching for your name. They simply won't find yours.

      But hell, I googled my 81 year old dad's name and found his picture and baby picture, and he's never used a computer in his life. Apparently a distant relative had been doing genealogy research and posting it. I found his mother there, too.

      Try googling your full name and see what happens. You'll be shocked at what you find. Ever buy a house? If so, your full name is on the internet.

      • by xaxa (988988)

        Try googling your full name and see what happens. You'll be shocked at what you find. Ever buy a house? If so, your full name is on the internet.

        With a Google Image search, I found my Facebook profile picture and my Google Plus profile picture -- but not on Facebook or Google Plus. They were on a "people directory" website that has scraped the public content of lots of social networks (etc).

        Since being born, married, or dying is a matter of public record in the UK, on the same website I also found basic information about my birth (full name, place and year, the exact date is public but the website charges). Of course, it looks worse to me that it

  • by Shavano (2541114) on Saturday July 07, 2012 @08:34AM (#40574873)
    Of course we all have unique names and faces and Google images contains only correctly tagged photos so this won't cause any confusion at all.
    • by green1 (322787)

      This was my thought as welll, when I did a google image search for my name it came up with several hundred results, 2 of which were me, neither of which were nice clear head shots useable to identify me. So regardless of the other implications, I'm not even sure how effective this could possibly be.

      • by bryan1945 (301828)

        I got my Facebook photo, a random pic of my dad, and a proboscis monkey as the top 3 hits. Then a map of the US, followed by a run of women. Kudos for Google getting the only online pic of me, but I'm kinda worried about a monkey being #3, lol.

        • by Shavano (2541114) on Saturday July 07, 2012 @11:14AM (#40575637)

          I got my Facebook photo, a random pic of my dad, and a proboscis monkey as the top 3 hits. Then a map of the US, followed by a run of women. Kudos for Google getting the only online pic of me, but I'm kinda worried about a monkey being #3, lol.

          But were those women all women you dated? (Or all women that your dad or the proboscis monkey dated?)

      • by AK Marc (707885)
        I was the first three and none of the rest, with a globally unique name, as far as I know (though there are alternate spellings of my name that aren't unique). I even had Barak Obama on the first page.
        • by cffrost (885375)

          I was the first three and none of the rest, with a globally unique name, as far as I know (though there are alternate spellings of my name that aren't unique). I even had Barak Obama on the first page.

          Forge yourself a note:

          By Executive Order of The President of The United States,

          The bearer of this note is entitled to unlimited free upgrades to first class, unlimited drink refills and an extra bag of nuts.

          - Barack

          • by Yvan256 (722131)

            The bearer of this note is entitled to unlimited free upgrades to first class, unlimited drink refills and (one) extra bag of nuts.

            Are airline nuts really that expensive?

    • by mounthood (993037)

      Of course we all have unique names and faces and Google images contains only correctly tagged photos so this won't cause any confusion at all.

      I thought Google was running an identity service?

      (Sorry to spoil the joke by beating a dead horse, but this deserves it.)
      http://gigaom.com/2011/08/29/its-official-google-wants-to-own-your-online-identity/ [gigaom.com]

      He (Eric) replied by saying that G+ was build primarily as an identity service, so fundamentally, it depends on people using their real names if they’re going to build future products that leverage that information.

      If you think about it, the Internet would be better if we had an accurate notion that you were a real person as opposed to a dog, or a fake person, or a spammer or what have you So if we knew that it was a real person, then we could sort of hold them accountable, we could check them, we could give them things, we could you know bill them, you know we could have credit cards and so forth.

  • by Anonymous Coward on Saturday July 07, 2012 @08:37AM (#40574883)

    If I'm recognised in a favourite restaurant it's because we know each other well enough for that. If a stewardess I've never met before "recognises" me I know it's fake. The feeling I will probably get is of someone playing manipulative games with me.

    • by newcastlejon (1483695) on Saturday July 07, 2012 @09:04AM (#40575007)

      One would think BA would have learnt from Starbucks' [bbc.co.uk] mistake. Scratch that, British Airways should already be fully aware of the British people's contempt for such phoney chumminess. By and large, we just want to be given our coffee or shown to our seat and then left in peace.

      I'm sure the flight attendants are nice people, but they're not my friends and they ought not to act like they are. They should act like professionals instead.

      • by hey! (33014) on Saturday July 07, 2012 @10:24AM (#40575347) Homepage Journal

        Scratch that, British Airways should already be fully aware of the British people's contempt for such phoney chumminess.

        Understandable. If I'd ever had a strange guy with an Irish accent come up to me in a crowd and whisper in my ear, "We know where you live, boyo," I'd be tad skittish too.

      • by Alioth (221270)

        Interesting that Starbucks thing. Whenever I go to one of those places where you place your order at the counter, sit down, then 10 minutes later someone calls you (places like Fuddruckers etc), they never, ever get my name right. I have to listen to some bastardized pronounciation of it, even though my name isn't obscure and there's even a very famous songwriter who uses the same name.

        It gets so annoying I seriosly consider using a pseudonym instead.

      • by AmiMoJo (196126)

        I actually quite like it. I find many shops, especially supermarkets, dehumanizing. Self service checkouts are the worst. Contrast with Japan where it is all about personal service and a good experience.

      • by AK Marc (707885)
        So people were serious about that? It's a common practice in lots of places to get a first name to help match orders to people. I give a name to my pizza place, my fish 'n chips shop, and all sorts of places so that my order can be called. Only a few rely on numbers, and interestingly, thinking about it now, the ones I can remember which do are staffed almost exclusively by foreigners who might have some pronunciation issues. I find it hard to think that the UK is so different from everywhere else.

        The
        • by xaxa (988988)

          So people were serious about that?

          Yes, absolutely. British people don't like
          - fake friendliness
          - rushed familiarity
          - invasion of privacy
          and what Starbucks do (did?) breaks all three of these.

          the ones I can remember which do are staffed almost exclusively by foreigners who might have some pronunciation issues

          Depending on the region, anywhere between zero and 100% of the staff will be foreign; but I don't think that's an issue here. The non-English-named customers will be more difficult (it's easy to learn most English names if you're Polish, say. But it's not easy for anyone to learn all English, British, European, Asian, African etc names, whatever your

          • by AK Marc (707885)
            I'm in New Zealand (mostly British by descent), and most all places use name, and I've never seen or heard of any issues with it. Like I said, my pizza, my takeaway (and my subway pre-orders), and the coffee shops all run off first names. Half the time I'm in a place where they strive for "personalized service" I'm greeted by name by people I've never met.

            I've not seen an objection like in Ever After, "Do not address me so informal, madam." (why yes, I do remember nearly ever line from every movie I've e
    • by houghi (78078) on Saturday July 07, 2012 @09:22AM (#40575099)

      It is the same fake personal touch some callcenters insist of using my name 27 times in a 30 second conversation.

      If I compare that with how many times people say my name when they know me and are talking to me, it is incredible that they still think it is something personal.

      • by arth1 (260657)

        It is the same fake personal touch some callcenters insist of using my name 27 times in a 30 second conversation.

        No problem for me. I'm blessed with a name that English speakers in general and Indian English speakers in particular are unable to pronounce, having both an uvular trill (think Edith Piaf "regrette rien"), a vowel that has disappeared from English, and ending on a vowel instead of a diphthong -- all in two syllables and five letters.

        Non-Scots English speakers better call me by my middle name, and if they even attempt my first name, it's going to be so wrong that it's unrecognisable.

    • by Trepidity (597) <delirium-slashdotNO@SPAMhackish.org> on Saturday July 07, 2012 @09:24AM (#40575103)

      I agree for "regular" people, but it sounds like they're targeting this at first-class passengers who might expect to be recognized, and may even have their egos bruised if they aren't. So BA is going to pull up a bunch of photos for the flight attendants peruse, in order to ensure that they don't accidentally fail to recognize a CEO or pop star or whoever.

      It's still fake, but seems like a kind of faking that might work. Especially with people who want to believe it's real, that they're so famous that of course the flight attendants recognized them.

    • I don't fly much, but I went for the first time through something called a mm-wave scanner (is that an x-ray or something else)?

      A TSA chick stood to block my way and told me, "Sir, there was something suspicious on the scan, we are going to have to pat you down."

      You have to know, ahem, that in middle age, a lot of us havet the Frank Costanza physique from that Seinfeld "bro" episode. A TSA dude with blue gloves felt my left moob through my clothes and then touched up the middle of my left thigh.

      I was

    • by bryan1945 (301828)

      I would also feel creeped out. I'm instantly wondering what else they know and if they are talking about me in their private area. Yeah, I'm a touch paranoid.

    • by Vlado (817879)

      Actually, you probably wouldn't get such feeling.

      Lufthansa and Swiss already do this in a way for frequent flyers with gold or higher status. What they do is to have a list of all such travelers and where they're seated. Then, during the flight they come to you and greet you by (last) name and ask you if everything is fine and such.
      This happens if you fly coach or business/higher class.
      While it doesn't improve on the food or leg-room in coach it at least gives you a feeling that they appreciate your busines

  • by Dark$ide (732508) on Saturday July 07, 2012 @08:37AM (#40574885) Journal

    I want British Airways to fly me from LHR to wherever in the shortest time at the lowest cost. I don't want them to LIKE me on Facebook as part of the process of doing that.

    If they need a nice little pocket sized document with my photo, my date of birth and a unique reference number they can use the nice booklet that cost me £90 from HM Passport Agency.

    • You're not a B-level movie celebrity who's ego is wider than a first class seat. You know, the kind that shows up on the news for having been tossed off a plane for being an abuse, inebriated asshole.

      I think they're doing it so they can keep tabs on these bozos. If they get too rowdy, a few milligrams of haloperidol [wikipedia.org] will get them to sit down and enjoy the flight - staring straight ahead and drooling the entire way. A definite improvement on their usual behavior.

    • by buglista (1967502)
      bonus points; if my bags come out at the carousel the destination airport, that would be nice too.
      • BA has never lost my bag. I fly BA about 30 times a year.

        Flying in the pre-9/11 United States, my bags would be "lost" (ie arriving later) about 50% of the time.

    • by Mashiki (184564)

      Kinda reminds me of the KLM fiasco where they're trying to get people to hook up before they fly via facebook. Yeah there's a disaster waiting to happen.

    • by xaxa (988988)

      I was "recognised" by a computer at LHR last time I went through.

      I don't fly very often, but then had to make two trips in two months. On the first trip, as expected, I had to be photographed before going through security -- I think it's something to do with them checking that that people don't somehow get through to the wrong flight.

      On the second trip, they still had my picture (I looked at the camera, as the guy in front of me had been asked to do so, and the man on the desk said I didn't need to as they

      • by lintux (125434)

        AFAIK this is for domestic flights (which magically includes flights to Ireland BTW) only. No clue why they're doing it but I guess it's somehow related to the common travel area [wikipedia.org]. It's extremely annoying since I once managed to accidentally get all the way to the gate for a flight back to Dublin without having my picture taken. When they found out I had to go all the way back (including another round of security theatre, thank FSM I didn't just buy me a bottle of water) to do that, and nearly missed the dam

  • First class (Score:5, Informative)

    by Paul Townend (185536) on Saturday July 07, 2012 @08:37AM (#40574889) Homepage

    From the article, it says at the bottom: ""The Google Images search app helps our customer service team to recognise high profile travellers such as captains of industry who would be using our First class facilities enabling us to give a more personalised service."

    I think this is almost certainly something they're aiming at first class passengers only (probably as they approach the lounges at airports). I doubt they care that much about everyone in cattle class...

    • by guttentag (313541)

      The Google Images search app helps our customer service team to recognise high profile travellers such as captains of industry who would be using our First class facilities enabling us to give a more personalised service.

      "Sorry Mr. Gates! We didn't recognize you without the pie in your face [google.com]!"
      Consider the service an upgrade! From first class to zero class!

  • Oh, great (Score:5, Funny)

    by Bill Dimm (463823) on Saturday July 07, 2012 @08:37AM (#40574893) Homepage

    to recreate the 'feeling of recognition you get in a favourite restaurant'

    So, now the airline is going to spit in my food too?

  • by bruce_the_loon (856617) on Saturday July 07, 2012 @08:39AM (#40574909) Homepage

    If I google myself, I find either a very large black NFL player, or an Airforce general. YAY, instant upgrade.

  • by foobsr (693224) on Saturday July 07, 2012 @08:40AM (#40574911) Homepage Journal

    the airline could end up seeing a lot more than your face

    Sounds like they also want to integrate the results from full body scanners.

    CC.

  • by Anonymous Coward

    It kinda creeps me out when clerks act all "chummy".

  • by Bob9113 (14996) on Saturday July 07, 2012 @08:49AM (#40574953) Homepage

    they'll be able to recreate the 'feeling of recognition you get in a favourite restaurant,'

    I think they're a little more likely to create the feeling of recognition that you get when the creepy, slightly desperate receptionist asks about your dog by name, despite the fact that you haven't told anyone at the office that you have a dog.

  • by whois (27479) on Saturday July 07, 2012 @09:00AM (#40574989) Homepage

    There are several ways to do this that don't involve invading your privacy any more than they already have by making you present papers to fly. They already have all the information you could want in their database about your trips with them. Attaching a photo to it does nothing more than give someone a feeling of unease the moment you've pulled off this sham.

    I dislike it when the coffee shop employees use my name without having been introduced because it's unexpected. The first thing that goes through your head is how did this person know my name, then you work backwards and figure it out. "Oh, they read it off my credit card." The uneasiness goes away but the feeling that something wasn't quite right with your experience is still there. Now try it in a situation where you can't figure it out because there’s a third party involved?

    Situation: Man you've never seen before approaches you in an airport and says "Mr. Smith?" What is your immediate reaction?

    First you're trying to figure out where you've met the person before, then you're trying to figure out if something is wrong or if they're a thief or confidence man playing you because obviously they've overheard your name from somewhere? You're never able to make the connection that they've "recognized" you because they haven't. They weren't even introduced by a mutual acquaintance like the front desk clerk because in a giant airport it would be impossible to believe that the front desk clerk described you well enough to be tracked down.

    You will always be left with a feeling that shenanigans have happened and it won't make you happy. Unless you're an extremely trusting grandmotherly type person who finds the novelty to be so interesting you forget your suspicions; If you are in that particular demographic then the novelty of hearing your name called over the intercom so you can come to the desk and be updated would be just as effective as the above.

    Finally, I'm in a position of choice in what has become an increasingly hostile market due to security theater. Every chance I get I will choose the airline that isn't creepy internet stalking me.

    • by arth1 (260657)

      Situation: Man you've never seen before approaches you in an airport and says "Mr. Smith?" What is your immediate reaction?

      If my name isn't Smith: "Sorry, no" or ignoring the person.
      Unless she's truly babelicious: "For you, I'll be Smith, Jones or any name you want."

      If my name is Smith, the reply would be: "Who's asking?"

      Common courtesy is to always introduce yourself first. On the phone too, by the way. Someone who calls and asks for someone by name without giving theirs will (and should) get "who's calling" or simply be hung up on. Neither is the callee being rude - it's the caller being rude.

    • by guttentag (313541)

      Creepiness is not the feeling resturants go for

      I'll take differences between restaurants and airports for 200, Alex.

  • That's a risk they'll just have to take.
  • It seems my decision to not put my real name online anywhere ever and not join facebook keeps looking smarter and smarter. If I google my name, I get no actually relevant results.

    Now if they ask for my online nicknames they'd be like "We see that you don't like microsoft, you're into tech support, and you hate the Phoenix Knights guild in DDO. Welcome aboard!"
  • I frequent a pawn shop because they have decent laptop, PC, and tech stuff prices and they work on commission so it's like Cheers when I walk in and the sales staff basically see who can get to me first cuz there's a likely $300-1000 purchase in their near future. Plus some of the reps there are sincerely pretty cool.

    And then there's the fake ass waitress and hotel and other staff that are trained to be friendly but it's blatently obvious that it's a very thinly veiled attempt to hide the fact that they
    • All this will actually result in is people asking "oh, did we to school together?" and them having to explain they merely digitally stalked you.

      You're a fish? How do you type?

  • by PopeRatzo (965947) on Saturday July 07, 2012 @09:29AM (#40575121) Homepage Journal

    "OK, Mr Goatse, if you could just step over here".

  • This sounds like something from the onion [theonion.com]
  • by garcia (6573) on Saturday July 07, 2012 @09:41AM (#40575165) Homepage

    A buddy of mine invited me and another friend to come stay at a Wyndham resort in WI for a ski weekend a few years ago. We stayed at a resort with multiple restaurants and shops on site.

    Very long and creepy story short, in an attempt to sell more points to my friend (who was on his parent's million+ account) they Googled for us and knew everything about me including my preferences for music, good food, etc and tried to use that as leverage.

    Outcomes:

    1. It was uncomfortable because they only had a cursory knowledge of what I liked and they weren't really applying it well enough.

    2. It was fucking SUPER creepy that they knew anything at all about me. Honestly, it was unnerving.

    3. I don't want strangers treating me like I am eating at my favorite restaurant where I know the owner. You know why? Because they forgot the steps involved to get to that point--the one where you get to know someone from more than a cursory glance at Google.

    --

    Do not fucking do this. Thanks.

  • This has nothing to do with knowing that Mrs. Edith Hedgehog in 36J is from Bristol and likes knitting and everything about knowing that Sir Roger Carr in 2A is the chairman of Centrica. It's all about knowing the first class passengers, not the riff-raff in steerage.
  • If you were privacy minded, you wouldn't stuff on the WWW which could be googled which don't want people to know.

  • Airlines making sure their flight crews can identify their best passengers. Here in the EU! This is a logical outcome of the drive to take care of their most valuable passenger s- the high profit margin ones. Fly a lot and do it at full freight and / or first and they go out of their way to make flying as pleasant as possible. Coming in from overseas - someone meets you at the plane and whisks you to the front of the immigration line. Need to change a flight? They pull your ticket up and a row of $$$$ show
  • ... clean up all those posts I've made to the Mile High Club [milehighclub.com] website.

  • They are completely leaving out the other half of the equation.
    You know -- that bit about you knowing and having a camaraderie with the staff of your favorite restaurant?
    I'd be more creeped out than anything by some flight attendants I had never seen before seemed to know stuff about me.

    I think I'll just pass on ever taking a flight on British Airways -- which should be easy since I've long since vowed TO NEVER GO TO BRITAIN BECAUSE IT'S A POLICE STATE. Which is a shame, because I carry on quite well with

  • It's not new, really, just a new implementation. The one that comes to mind is cashiers at grocery stores thanking my by name. No, it doesn't make me feel like a regular or like you "know" me, it makes me feel like you can read the name on my loyalty card, credit card, or something else. Worse, it feels like false intimacy because your company told you to act like you know me based on nothing more than being able to read my name off something. If you've ever been a regular somewhere, or had really great

  • Okay, it's official. Customer relations people are not human. They can't be, nobody with human emotions or personality could possibly think this was a good idea.

  • Read Scroogled [blogoscoped.com] by Cory Doctorow for a treatment of how this might go...

  • Who is now planning to post pictures of their junk online before making reservations on British Airways?
  • I am sorry, but any information which shows up in a Google search is not private. Any argument to the contrary is insane.
  • by Jason Levine (196982) on Saturday July 07, 2012 @10:29PM (#40579621)

    What they would learn about me from the first page of a Google search on my name:

    I'm a Adobe Worldwide Video Evangelist.
    I live in Gaithersburg, Maryland.
    I used to work for Boodah Joo Music, Ltd. of San Francisco.
    I'm @Beatlejase on Twitter.
    I've been running the site Queso.com since 1999 and am a physician.
    I'm the producer of "Kid in a Candy Store" and the son of television director/producer Michael Levine.
    I'm jaselevine on Facebook.
    I'm an associate in the Boston office of Summit Partners, a growth equity firm for exceptional companies.

    What they would actually learn about me:

    Nothing, because none of those links were about me and all of that information was about other "Jason Levine"s.

For God's sake, stop researching for a while and begin to think!

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