Some technology companies have sworn off consumers. They have short attention spans, an endemic unwillingness to pay for things they think should be free, and just plain poor judgment, as illustrated in stellar fashion by the results of our recent election. Enterprises are much better at figuring out what\u2019s in their own best interests. They\u2019ll pay for demonstrated value.\nBut consumers are, like, "oh, that\u2019s nice," and they keep on moving. Preventing their minds from wandering away is tough business. That\u2019s a key reason why IBM got out of the PC business, selling it to Lenovo in 2005. Today, IBM sells no endpoints of any kind (unless you count its reselling of Apple products to large customers).\nAnd yet, endpoints will be proliferating over the next few years, certainly rising as a proportion of total semiconductor processors sold. Demand for servers and big processing plants will rise. But the sheer number of endpoints will rocket. Most of them will be smaller, lower cost and lower power, falling under the general category Internet of Things (IoT). Within a few years, these small items at the periphery of the network will out-ship \u2014 by quite a bit \u2014 all the rest of the endpoints (PCs, smartphones, tablets) put together.\nEven the status of these items will morph. Formerly limited by technology and capacity to acting as point-to-point peripherals for true endpoint devices, now they are beginning to have their own identities, thanks to IPv6, which provides enough addresses for more devices than the human race will ever need. Once they have their own identities, they\u2019ll be able, theoretically, to talk to anything on the Internet, rather than having to speak through a master endpoint. Thus, a camera that formerly talked to a hub or smartphone, will now hop on whatever gateway and speak directly with whatever cloud service is engaging it.\nSo, what does IBM do in a world of fickle, skinflint consumers to keep a toe in these waters and yet remain committed to its main job of running the largest, most complex commercial workloads? The answer is, make some of the intelligence behind the commercial advances \u2014 notably Watson \u2014 available to consumers through service partners, who, by providing access, make money or good will.\nCognitive intelligence from a spigot, consumed as needed, is one way to think of it. "Replicating some of the aspects of a human assistant," was how Bret Greenstein, VP of Watson IoT Consumer Offerings at IBM, put it at a recent technology conference.\u00a0\u00a0\nBecause the IoT gathers information from multitudes of sensors, a huge amount of data is being created in the form of recordings, video and data log files of all sorts. Most of this data streams off to eternity without ever being examined, but it can be sampled and used for specific purposes. The IoT provides contextual information for individual data points (e.g. \u00a0did the door open in when Dad normally gets home at 6 p.m., or was it 3 a.m. when everyone is presumed to be asleep?), and cognitive analysis can make intelligent decisions or recommendations (e.g., set off the loud intrusion alert and auto dial 911).\nHere\u2019s how the IBM consumer service might go. Today, in a substantial proportion of U.S. homes, consumers are incurring a cost for security systems like ADT, Tyco\u00a0and Stanley Convergent Security Solutions, which charge a few dollars per month for a monitoring app. Communications companies like Verizon, Comcast and AT&T aren\u2019t in this business now, but could provide this type of home monitoring \u2014 and maybe expand their monthly billing with it. With cognitive technology monitoring the home, signals picked up from, say, a microphone could be fed to the Watson acoustic analytics engine, and it could tell whether a sound is breaking glass, figure out that someone has fallen, and initiate a call, or it could understand that a fire alarm has gone off and notify the local emergency number. These scenarios will become only more common as Boomers "age in place."\nGreenstein indicates that these conversations are still at a relatively early stage. The communications companies can envision the revenue stream, but they have to upgrade the hubs in their user bases to introduce input from microphones and potentially other sensors.\nThe hubs themselves \u2014 set-top boxes, smart modems or routers \u2014 present somewhat of a philosophical dilemma as well as an opportunity. If things could be run directly from the cloud, no hardware or firmware upgrade would be necessary, and the total immediately available market would be much larger. Most consumers certainly don\u2019t want to manage their hubs themselves, and right now almost all have some hardware that connects to a provider\u2019s service. That hardware could be made smarter so that Watson analytics could be run at the edge, near where the data is being gathered (in this case, in the home). A home monitoring service could be turned on or off right in the hub.\nAnother area where cognitive computing and Watson cloud services might be useful include family tracking and safety applications like Life360, which could use Watson to observe if unusual behavior is meaningful. Also, Watson could tie sensor input from, say ambient lighting, time of day, or temperature controls, to smart-house-lighting products like Lutron and Philips Hue. Further afield are applications like smart appliances, health monitoring, vehicle-home integration.\nBut for these types of services to proliferate widely, hubs need to cede their position to cloud integration eventually. With few exceptions, consumers don\u2019t want to bother about much. They just want things to work. IBM has burned its fingers enough selling directly to consumers, but it\u2019s still keeping a weather eye out for a friendly way in with individuals, be it via communications carriers, consumer electronics companies or some other way. One of these ways, speaking of the weather, is via a recent acquisition, The Weather Company, data from which is viewed by million of consumers through a multitude of apps that tie into IBM\u2019s cloud services, including Watson.\nWith all that data spinning off sensors and low-level devices in the home and elsewhere, some consumers will opt in to cognitive apps that do useful tasks.