Tartle Best Data Marketplace
Tartle Best Data Marketplace
Tartle Best Data Marketplace
Tartle Best Data Marketplace
Tartle Best Data Marketplace
Tartle Best Data Marketplace
May 26, 2022

TARTLE's Big New Predictions on Money, Technology, and Society

Buy Data

TARTLE's Big New Predictions on Money, Technology, and Society


What’s Your Money Worth?

Today, we’re facing a money paradox. The cost of goods and services increase while your salary stays the same. On top of that, the quality of the goods and services that you can afford is decreasing. How many times have you taken a trip to the local supermarket and found yourself contemplating the cost of moldy fruits? 

When you look at global logistics and supply chains, it’s tough to think of how delays in one area can affect an entire ecosystem. But it’s the reality we live in today. The Suez Canal blockage of 2021 halted supply chains for a week, but the effects of that delay are expected to last for months. Crop production and shipments affected by the Omicron outbreak and climate chaos have limited the availability of French fries around the world, particularly in Southeast Asian fast food chains.

So what do we have to do? It’s time for the government to step in. Time to take out more debt to pay for these delays. But this is only a band-aid solution to a bullet wound. It’s one thing to have a shortage of good products in your local supermarkets and restaurants. But if your pay and purchasing power is not increasing alongside the price of goods and services as well, something is wrong. 

Stepping Into the Future

This episode is scheduled for release on May 26, 2022. Here are Alexander and Jason’s fearless forecasts for the year ahead.

  1. The global supply chain will continue to experience delays for the rest of the year. 
  2. Prices will remain high. Inflation rates will rise to 10 or 15 percent.
  3. Asset prices increase.
  4. The world starts transitioning to micro manufacturing.

The last forecast is particularly noteworthy because it’s the start of a new system. People will stop relying on a fragile way of doing things and start creating smaller, more robust networks.

One challenge to having an incredibly interconnected network was that people started relying heavily on others to conduct business. While this meant that products could be manufactured faster and cheaper, it compromised their quality. 

And beyond the products themselves, it also affected our capability for self-sustenance.

The resurgence of craftsmanship isn’t coincidence. The idea is that today’s generation wants to feel a sense of community and identity. They want to know that when they purchase products, they were created locally and their decision to purchase is supporting local communities as well.

It’s the same with TARTLE. You own 100 percent of your work and you are completely responsible for the creation and sharing of that information. 

If you want to be a part of the next wave of craftsmanship, community, and technology - you can sign up for TARTLE here.

Feature Image Credit: Envato Elements

For those who are hard of hearing – the episode transcript can be read below:


Alexander McCaig (00:00):

Hello, everybody. And welcome to Prophecies and Predictions with Jason and Alexander. I feel like that'd be like a good storybook.

Jason Rigby (00:15):

Yes. I think...

Alexander McCaig (00:15):

Jason and Alexander fight against the Argonauts or something. I don't know what the word would be.

Jason Rigby (00:21):


Alexander McCaig (00:21):


Jason Rigby (00:21):

I just thought of it.

Alexander McCaig (00:22):


Jason Rigby (00:22):

A TARTLE kids book.

Alexander McCaig (00:26):

That's so cool.

Jason Rigby (00:26):

Explaining data packets and stuff.

Alexander McCaig (00:29):

Let's talk about your future, children.

Jason Rigby (00:32):

Yeah. We can make a digital, you can make a digital TARTLE children's book.

Alexander McCaig (00:35):

That's actually kind of cool. Well, I'm not very good at...

Jason Rigby (00:40):

We can have farming and then we can have like the data packets out in the land and then...

Alexander McCaig (00:44):

Hey, that's neat.

Jason Rigby (00:45):


Alexander McCaig (00:45):

You know me, I suck at explaining things simply. So I'm going to need your help.

Jason Rigby (00:48):

Yeah. Okay. So, we're going to talk about predictions. So I want to get into this real quick while you're lighting up the Madeira. So somebody's my Spanish.

Alexander McCaig (00:58):

Abdulla oblongata.

Jason Rigby (01:00):

Madeira Sagrada.

Alexander McCaig (01:00):

What is this?

Jason Rigby (01:01):


Alexander McCaig (01:05):

Madeira Sagrada.

Jason Rigby (01:06):

Yeah. It's Palo Santo.

Alexander McCaig (01:08):


Jason Rigby (01:09):

But I want people to understand this.

Alexander McCaig (01:12):

What do you want them to understand?

Jason Rigby (01:13):

I want them to understand what is going on in the world right now, especially when you look at Black Friday and you look at supply systems, supply chains, and you look at, and I'm not saying this is important, because this affects each and every one of you. When you go to the market, and you go to buy something and those oranges were 50 cent a piece. And now they're a $1.50 a piece, that's not the grocery store making loads of money off you. They're on very thin...

Alexander McCaig (01:42):

Thin margins.

Jason Rigby (01:43):

Very thin margins. There's a reason why it went from 50 cents to $1.50. There's a reason why your paycheck doesn't buy as much. There's a reason why your house is double its value in 15 years, all these play a role.

Alexander McCaig (01:55):

But why doesn't the pay double in value?

Jason Rigby (01:57):

Yes, exactly.

Alexander McCaig (01:57):

You know what I also noticed though, it's just a quick side point about the food.

Jason Rigby (02:01):

I love this.

Alexander McCaig (02:02):

I've noticed that more of the fruit coming into grocery stores are growing, have mold on it already. What does that mean to you?

Jason Rigby (02:09):

They're sitting out in the ocean.

Alexander McCaig (02:12):

Yes, yes. I knew you would get it.

Jason Rigby (02:14):

In a container.

Alexander McCaig (02:15):

I knew you would get it.

Jason Rigby (02:16):

And then the container gets put on a truck and then all the exhaust from the truck goes in that container. You can't even, a person can't live in the back of one of those trucks. But then all our food is back there.

Alexander McCaig (02:27):

Our food wall.

Jason Rigby (02:28):

Yeah. It's so... Yeah. They need to have air filtration systems in those trucks. Once we go electric.

Alexander McCaig (02:33):

So once... That's cool.

Jason Rigby (02:34):

Boogie, woogie, woogie.

Alexander McCaig (02:35):


Jason Rigby (02:36):

[Inaudible 00:02:36] trucks.

Alexander McCaig (02:36):

So, what's our prophecy and prediction here?

Jason Rigby (02:38):

So prophecy and prediction is this, for me, supply chain, you did a whole podcast on that. You got some of the leading minds.

Alexander McCaig (02:46):


Jason Rigby (02:47):

How many of them, how many guys were on there? Five?

Alexander McCaig (02:49):

Four or five, yeah.

Jason Rigby (02:50):

Yeah. Four or five in...

Alexander McCaig (02:50):

That's a lot of people, like experts to talk to at once. I'm like, "Oh boy."

Jason Rigby (02:54):

Yeah. You're just like moderating, like...

Alexander McCaig (02:55):

Yeah, help me.

Jason Rigby (02:56):

But I mean, whenever you look at the supply chain and you have fruit, that's sitting there waiting months to come in...

Alexander McCaig (03:03):


Jason Rigby (03:04):

You have infrastructure that can't be built, things are delayed. When you delay $30 million project, what happens to cost on any project that you delay?

Alexander McCaig (03:15):

It goes up.

Jason Rigby (03:16):

Now we're almost two years.

Alexander McCaig (03:17):

It goes up. So what do you have to do? The governments have to step in and put together bills.

Jason Rigby (03:23):


Alexander McCaig (03:24):

They need to take out more debt to pay for these delays because logistics and supply chain don't work.

Jason Rigby (03:28):

New debt always solves the problem.

Alexander McCaig (03:30):

No it doesn't.

Jason Rigby (03:31):

No, it doesn't.

Alexander McCaig (03:32):

So, I'm just... There's just this massive influx of printed money that comes in. So then the markets say, "Oh, this is great. Let's all invest." It goes up dramatically. But my pay hasn't increased.

Jason Rigby (03:43):


Alexander McCaig (03:44):

You should know for a fact that if your pay is not increasing in proportionate value of everything else going up, something's wrong.

Jason Rigby (03:53):

That's why there... That's why even politicians are considering giving you money. That's why they put stimulus out there. That's why through COVID you got cash and there's going to be more of that.

Alexander McCaig (03:53):


Jason Rigby (04:02):

So you guys can get all excited. You're going to get more checks. You don't have to work. You can get more unemployment. They're going to have to do that. And eventually you're going to get a universal income.

Alexander McCaig (04:10):


Jason Rigby (04:11):

From TARTLE, yeah. Which does... It's those lights. Can we got some... We got a new studio, you guys can see that in the lights. Are they glaring out of my glasses?

Alexander McCaig (04:18):


Jason Rigby (04:18):

I want to be like a glare for the camera.

Alexander McCaig (04:20):

No, you look cool. Yeah, you look fine.

Jason Rigby (04:22):

Sometimes I wear glass sometimes I don't, but I want to see you clearly in our futures and predictions.

Alexander McCaig (04:26):

I like this. Look into the crystal ball.

Jason Rigby (04:29):

So, prediction. Let's stick with predictions here.

Alexander McCaig (04:31):


Jason Rigby (04:31):

Prediction, supply chain is going to be affected probably for another year, year and a half. Prices will still be high. Inflation's going to go, it's really at 15%. They say it's at five, but it's about 15, but inflation's going to go to 10%.

Alexander McCaig (04:45):


Jason Rigby (04:46):

Because it takes time. They're going to do more stimulus. So the stock market's going to just keep booming. Because they're going... Asset prices are going up higher.

Alexander McCaig (04:56):

Okay. Asset prices increase. China, their debt profile is going to get larger. People won't be able to pay against essentially the things they've ordered online to credit. So... And with the onset of 3D printing and sovereign manufacturing at home or at businesses themselves, essentially micro manufacturing outfits. Think about the beer industry, what happened with it? It went from all big beer to micro breweries. So what if we take that same concept and apply to our manufacturing everything else? What I see here occurring is that people will transition off of the reliance on a system that's very fragile and start to create these smaller networks or ecosystems that are far more robust.

Jason Rigby (05:38):


Alexander McCaig (05:38):

Far more anti-fragile.

Jason Rigby (05:40):


Alexander McCaig (05:40):

So, the way you and I are discussing this is that we're going to see as this current economy collapses on itself, which it will, and the rest of the world feels the pains of it. Yeah.

Jason Rigby (05:51):

Anything we do, we hiccup, United States hiccups, the rest of the world throws up.

Alexander McCaig (05:57):

That's exactly right. And so when the next wave of COVID variants come in and we keep getting hit with these pandemics, it'll cripple it further.

Jason Rigby (06:05):

Which, let me stop there.

Alexander McCaig (06:05):


Jason Rigby (06:07):

A variant doesn't always have to be super bad. You can have a variant that gives you like a cold like symptom and then you have antibodies. That can be a good thing. It's like we tell people to go get the chickenpox.

Alexander McCaig (06:17):


Jason Rigby (06:17):

If a variant comes down and it's just like a cold-like, and it's not that bad. Because those variants... They have variants that do that, give flu's. Then it's, that's a good thing.

Alexander McCaig (06:26):


Jason Rigby (06:27):

Not all variants are bad.

Alexander McCaig (06:28):

Okay. I didn't, I didn't frame this properly. I'm not saying that the pandemic is bad.

Jason Rigby (06:32):


Alexander McCaig (06:33):

The way larger institutional governmental bodies handle the situation...

Jason Rigby (06:39):

What the...

Alexander McCaig (06:39):

As debt...

Jason Rigby (06:39):

Free pass to take force.

Alexander McCaig (06:41):

Hold on, hold on. I understand. Let's calm down here. It will have a detriment... I'm warming up. It will have a detrimental effect on these systems that are fragile.

Jason Rigby (06:52):

Oh, yes.

Alexander McCaig (06:52):

So a collapsing economy, more pandemics that people don't know how to handle properly, right, a rise in debt, and what we're going to see is this will retune itself to more robust systems where people are doing manufacturing at home.

Jason Rigby (07:06):


Alexander McCaig (07:08):

What I see in the future is higher amounts of geothermal stations, right? In more local areas, across more fault lines, generating a larger amount of abundant energy, which people will then use for their own self manufacturing within these countries. And from that they'll transition off of the weak supply chains and create their own. So it'll be like farm to table, plastic to table. You know what I mean? Metal to table widget to table. It's a widget to table future. And that's all going to happen, probably... I don't know, 50 years in total. As all these...

Jason Rigby (07:49):

And by that time we're living in the Metaverse anyways.

Alexander McCaig (07:51):

Yeah. You're heavily in the Metaverse, everyone's sharing new things. So, I'll just share you a design for the 3D printer and it'll print your stuff out. And we'll be printing our food. So logistics and supply chain think it's going to, they think it's going to continue to grow in difficulty in the future. Actually, I think it's going to drop off significantly.

Jason Rigby (08:07):

Well, because you have the zero effective technology. So, as a computer, the computer right here that we have in our hands, would've cost us 30 years ago, how much would this have cost to build?

Alexander McCaig (08:19):

So much.

Jason Rigby (08:20):

Yeah. It would've only been in the dark basement.

Alexander McCaig (08:25):

Skunk Works.

Jason Rigby (08:25):

Yeah. Skunk Works.

Alexander McCaig (08:26):

But the thing is that when people are taking the lens, especially the logistics and supply chains experts we talk to, they think it will just continue to do the thing it has done. And they try to just make it more efficient. They don't understand that a substitute is going to come up, a completely substituting model.

Jason Rigby (08:45):

Well, we are seeing that with decentralization, these substitutes are coming up. You're getting the most young, brilliant minds right now working on how do we decentralize?

Alexander McCaig (08:54):

Yeah. And that's what's going to happen. So this specific of decentralization, you'll find that countries will no longer want to rely on other countries. We've seen that system doesn't work. We've seen that the manufacturing of Silicon Wafer chips is being moved back here. Intel just opened that plant back up over here in Rio Rancho. 800 new jobs and they want to produce this stuff here in the United States. And it's also from the stance of warfare and being technologically ahead of the other guy. You don't want your chips that go in your computers to be manufactured in a foreign nation.

Jason Rigby (09:32):

Well, we, I mean, also we talked about this before, whenever we did the trade commissions after World War II, UN and all that stuff, we basically lost all of the industrial aspects here. We said, "Oh, okay. We can get it so much cheaper and we'll have other people make it. And it'll be great." But what we're realizing is...

Alexander McCaig (09:51):

It's going to transition itself that everyone else making it was not so good. We then became reliant on other cultures. What you know well is your own culture. Even though everyone's doing business and we all think business acts a certain way. It doesn't. Every business has its own processes, the cultures within that business is different, and the culture within the larger culture is completely separate from all these other nations.

Jason Rigby (10:16):

Let me give you an example. I want to give people an example of this. There's a really cool story and it's really interesting, their YouTube channel it's called Origin and they're out of Maine. Origin. They make clothing, they make jeans, they make boots, they make all that. So the founder of origin decided to say, "I'm going to make everything here in America, down to the thread in the jeans. There will not be one thing that will be in any of my clothes that are going to be... It's all going to be in the United States. I'm going to source everything here from the cotton in North Carolina to, everything's going to be from here."

    So they went into these old factories, brought up these looms that were dirty and busted. They found these guys, one of them just died. Like one of the... There was one guy left that knew how to operate these certain looms. Some of the looms got shipped to South America. They went to south America, cut deals, made deals with legislatures and stuff like that. Backroom deals. Got all the money. Got them shipped. These huge looms, put them on a big truck, big boat.

Alexander McCaig (11:19):

A container ship?

Jason Rigby (11:19):

Yeah. Got them shipped here. The guy taught them how to use the looms, a bunch of people how to use them, and then died. He was the only one. There's no one... They've looked all around the world trying to find somebody that could operate these looms.

Alexander McCaig (11:30):


Jason Rigby (11:31):

So now you have young people that are dying. These young people are dying to work for this place. They get so many job applications constantly. And it's a middle class job.

Alexander McCaig (11:41):

But it's not patriotism. It's not that. And like, when people say, "Oh, Maiden American had the American flag," that wasn't a...

Jason Rigby (11:49):

Thats a right wing, like...

Alexander McCaig (11:51):

That's a right wing patriotism kind of thing, right? Nationalistic pride. Like whatever. The whole idea here is that people of our generation...

Jason Rigby (11:59):

It's community.

Alexander McCaig (12:00):

... they want to feel the community. They want to feel it made here at home. There's an identity. There's a joy. There's a satisfaction in knowing that it was made here, supporting the local communities and that the funds were directly paid towards this thing that they know in the event of their little microeconomic system is going to benefit everyone here.

Jason Rigby (12:19):

Well, they just popped on the world... Forbes fastest growing companies. So this company did, and they're just buying more factories and trying to buy equipment and stuff like that. So, and they're building a new factory in North Carolina. So whenever you look at this, the surgence of what is happening, I think you have the digital part has no borders, but when it comes to us transitioning for the next 20, 50 years...

Alexander McCaig (12:45):

Of physical objects...

Jason Rigby (12:46):

Until we get into the metaverse, on physical objects, that's all going to be like you said, that's all going to be in your city.

Alexander McCaig (12:52):

Brought back to home.

Jason Rigby (12:53):

In your neighborhood, in your town. That's why we're seeing a surgence, like you said. Why do people like to go to micro breweries? It's in their community. Why do people go to... We have a great place right here. It's in a little house and they make the best coffee in Albuquerque, I think.

Alexander McCaig (13:07):

Michael Thomas Coffee.

Jason Rigby (13:08):

Michael Thomas Coffee, and they have little houses throughout Albuquerque that they have for their... Why is there a line always?

Alexander McCaig (13:15):

Community loves it. Everything's great about it.

Jason Rigby (13:18):

Roast, it's roasted here. Everything's, it's just...

Alexander McCaig (13:21):

But think about...

Jason Rigby (13:21):

Your generation, I'm a little bit older, but your generation is starving for community.

Alexander McCaig (13:26):

Correct. Absolutely. And wanting the community, wanting the sense of identity, wanting to feel the pride, like wanting to feel the joy in creating something locally and sharing that with people. If I make a product and it's sold online, it's very hard to establish a relationship with the people that are using it, because they're everywhere. But if you are walking around and you're seeing people wear your brand, right, a very local brand or drinking your coffee, that's a totally different type of joy. And people are willing to back each other up. The systems, frankly become much more robust.

    It's much more organic that way. And the way I see it in the prophecy and prediction with this too, is that we have a very throw away economy. But things are actually... It's funny, before things were very analog, plug and play where you could just pull things out, put something back in. People will be doing self repairs on all the things they end up buying. They won't go anywhere else.

Jason Rigby (14:27):

That's that's a 100%. Yes.

Alexander McCaig (14:28):

And what we'll find is that the waste will tailor off at the same time. So if something, and it'll be kind of cool, like this is how...

Jason Rigby (14:36):

Even now with technology, you have the brightest minds working on waste.

Alexander McCaig (14:38):

Yeah. I know.

Jason Rigby (14:39):

So we're going to come up with a solution for all those shipping containers out in the water.

Alexander McCaig (14:43):

Yeah. But, and think about it. You got a Patagonia jacket.

Jason Rigby (14:45):


Alexander McCaig (14:47):

Patagonia's like, you should probably stitch that thing up yourself. Continue to use it, it's still going to work. Right. You find that people, frankly, don't give a shit if their phone cracks a little bit, but if they can fix it at home and put a new color on it, like do something that's totally unique to them, that's cool.

Jason Rigby (15:04):

Well, there's a resurgence of horseshoeing.

Alexander McCaig (15:04):

Don't talk to me about horseshoeing.

Jason Rigby (15:06):

Why are young...

Alexander McCaig (15:07):

I love horseshoes.

Jason Rigby (15:08):

I know. Why are young guys...

Alexander McCaig (15:10):

That's my game.

Jason Rigby (15:11):

Why are young guys and ladies, why are your generation, why are they all of a sudden wanting to go back to craftsmanship?

Alexander McCaig (15:19):

That's, I... There's a different sense of value when you're just going to flip burgers.

Jason Rigby (15:24):

It's analog. Very analog.

Alexander McCaig (15:26):

Well, it's very...

Jason Rigby (15:27):

If you have a sander and your sanding by hand and making a canoe...

Alexander McCaig (15:30):

But Jason, I think it... The way the mind, if I'm going to take a step back on this, if we look at the data that supports learning curves, if you apply a concept that needs to be learned to something tactile, there is a greater retention of information and understanding. So as people do things more tactile, that comes back. Even in the onset of everything being very digital, they're going to want to balance it out with things that are very tactile. Their jobs are going to be want to be tactile. So that sense of learning, right, it's going to have a better sense of focus to it. Is actually going to afford us a greater joy and purpose in work, outside of, I'm just going to go in and do these things. It's a 100% digital, my job... It's not where it is.

Jason Rigby (16:19):

Well, I mean, realistically too, when you look at, if you're... Let's say you're a horseshoe person.

Alexander McCaig (16:23):


Jason Rigby (16:23):

And I can pay you in Bitcoin or some cryptocurrency.

Alexander McCaig (16:26):


Jason Rigby (16:27):

And there's no way to really track that, but I'm getting a universal income because my income looks on paper like I only make $12,000 a year, but I'm horseshoeing.

Alexander McCaig (16:38):

I wish.

Jason Rigby (16:39):

And I make an extra 12,000 off the side. And I'm have it in my digital wallet.

Alexander McCaig (16:39):

That's what they're going to do.

Jason Rigby (16:46):

That's what people are going to do. So the bartering, the paying in digital currency. As wallets and TARTLEs, and we're going to get into that in another episode, but...

Alexander McCaig (16:56):

It's like a step up on Craigslist. It's like, I want to blend Fiverr and TaskRabbit and Craigslist together with crypto payments. You know what I mean? Like these are these things that are coming together and that's what the future, it's going to be this amalgamation of these things that are bonded, that creates this sort of...

Jason Rigby (17:18):

And the government is going to be so far behind. They already are.

Alexander McCaig (17:21):

They're not going to know what to do.

Jason Rigby (17:24):

They don't even know what to do with, and I want to show... I encourage people, I do not agree with this guy at all.

Alexander McCaig (17:28):


Jason Rigby (17:29):

Ted Cruz. Texas Republican. He ran for... He's...

Alexander McCaig (17:33):

Zodiac killer.

Jason Rigby (17:34):

He's like... Yeah. He shocked people, all of a sudden he gave a speech on Bitcoin and Blockchain. And he shocked people how much he knew. He's been studying this out. He stood in front of the Senate and said, "How do we even, how do you guys even think that you can regulate this?" Because he said, I could go to each of you now, and there's probably 1% of us in here that know what the hell this is.

Alexander McCaig (17:59):

That's so funny.

Jason Rigby (18:00):

You will watch it after this. And I encourage people to watch it because it's really funny, because he's calling everybody out.

Alexander McCaig (18:04):


Jason Rigby (18:04):

Like, and so they don't even know. These, the elites, they don't understand it. They don't know. They have to put think tanks together and they're paying people to kind of halfway get it. But it's the way, it is the future.

Alexander McCaig (18:17):


Jason Rigby (18:18):

It's not a wave. It's set in stone, the future.

Alexander McCaig (18:21):


Jason Rigby (18:21):

As long as we have an internet connection, it's the way.

Alexander McCaig (18:26):

Yes. You can't stop it.

Jason Rigby (18:27):

There's there's no stopping. It's the same with TARTLE.

Alexander McCaig (18:29):


Jason Rigby (18:29):

There's no way to...

Alexander McCaig (18:31):

Unless someone literally...

Jason Rigby (18:32):

There's no way to stop it.

Alexander McCaig (18:33):

Unless there's a coronal mass ejection from the sun, a CME. And it just blasts all the servers on earth, there's no way to stop it.

Jason Rigby (18:39):

Yeah. There's no way to stop it. I mean, it's the same as Bitcoin. There's no way to... There's no way. I mean, yeah. All the one percenters can own Bitcoin it can go to 500 million a coin...

Alexander McCaig (18:48):

But you can't own a human thing.

Jason Rigby (18:50):

But you can't. I mean, you could still own fractions of Bitcoin. You could still... Everybody can still own Bitcoin.

Alexander McCaig (18:55):


Jason Rigby (18:56):

It's the same with TARTLE. The beautiful part about TARTLE, the difference is...

Alexander McCaig (18:58):

You own a 100% of your work.

Jason Rigby (19:00):

You own a 100%.

Alexander McCaig (19:01):


Jason Rigby (19:02):

And it's all based off of your personal responsibility.

Alexander McCaig (19:04):

I love that.

Jason Rigby (19:05):

So, somebody wants to sign up for TARTLE right now. How would they do that?

Alexander McCaig (19:09):

TARTLE.co. Click on get started. See you there.

Speaker 3 (19:21):

Thank you for listening to TARTLEcast with your hosts, Alexander McCaig and Jason Rigby, where humanity steps into the future and resource data defines the path. What's your data worth?