The interactive nature of Black Mirror: Bandersnatch has sparked concerns that it is a data mining tool that gives Netflix specific information that could become its "secret marketing weapon." Creator Charlie Brooker says of the concerns: "I’m sure they will know who has chosen what and it will be interesting to see who chooses what and why they choose it. Well, we don’t know why they choose it — I don’t think they can see into anyone’s soul...I mean, I think it would only really be of use to people coming up with more interactive stories. Because this is all quite experimental, as you say, in terms of, you know, obviously interactive films have been around for a while, but on the Netflix platform this is fairly new. I can’t imagine at the moment there would be much information that would be much more useful than helping you sort of bear it in mind the next time you’re writing an interactive story. Because people are approaching this for different reasons, aren’t they?"