tampa, as an anecdotal aside that supports your pov, I recently downloaded a firewall. Because I did not understand the prompts I answered one the wrong way (I guess) and webpages either wouldn't or were very slow to load. So after a day of frustration and finding no way to fix the problem I killed the firewall. Lack of education.
However, the TSS is an enterprise initiative and I would hope that if purchased by a company they with Wave's help, would be financially motivated to educate their employee base on the services. If that is the case, uptake should be quite high.
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