Sure

... and the edge that can give them over a competitor, 'cause there's opportunities in personalization and cost savings, like so much there that definitely I think the more successful people in that or companies in that space are getting more and more data-driven every day.

Yeah.

Um, yes, overfitting can be an issue, and that's where your model is...

Your model, at the end of the day, is defining a relationship between input and output, and that input and output's gonna change based on a data set, just 'cause we know not everybody is, is exactly the same.