But yes, the system in Finland might pose some extra challenges for marketers. First, it’s brand-new, so they’re probably just trying to get the kinks out and make sure the basics work, and haven’t yet given thought to the marketing possiblities. Second, the database would be controlled by the government–which has to answer to a lot more people than would, say, a private business owning a database. But I think that in the future–once the system has been successfully in use for a while, and once the government figures out how it can maintain its database–the marketing possibilities could be lucrative for all parties. Even the consumers, if they would want to sign up to get info about eateries/hotels/shops near their “pit stops,” would win.