This started as a basic, "Tell us how your service can help Slashdot readers who might want to go go into business," interview, but quickly morphed into something else. For one thing, Sumall CEO Dane Atkinson is not only a William Gibson fan, but actually knows Mr. Gibson rather well. For another, he soon jumped off the business topic, let his inner idealist take the stage, and started talking about how we, as individuals, can use Sumall's (free) service to track ourselves much the way NSA and big businesses do, and how we can see at least some of what they know about us. Then we started talking about how political candidates, parties, and even revolutionaries can (and do) use Sumall to track results of their actions -- and how cults and dictatorships do, too. The interview moves into subversive territory at around 7:40, but if you watch/listen from the beginning you'll get a more complete grasp of how this particular Big Data subset works, whether it's for small business marketing or as a way to justify your personal paranoia level.