Commerce has always been Conversations —> Relationships —-> Transactions but advertising assumes a transaction, and has historically tried to ignore the difficult bit ie relationships.
VRM is about how we get to take power over our own commercial information, about making a platform for you to do this, not about owning the data.
Adriana says I can’t remember all the things about everything I’ve done, I want lots of it remembered automatically.
So collect the data, make some tools for analysis, overlay your social network and preferences.
Too much for 30 minutes :)