Are You in a Trust Mindset?

Apple is the shining example of a company that at least on the face is talking about this as a business advantage. So it's established trust, you know, those kind of company I can name some of them because I feel that it's a kind of memorable experience. You're in a mindset where you probably will share more data. We show, okay, I can maybe I can share my Facebook profile even if I don't like it too much but with that company. I trust them not to use it for my own interest. All right. How would you advise companies to or what do you see?