Data in that Toothbrush

In Adage:  More internet of things linked with consumer behavior plays: " ... Imagine for a second that you could interview a product. How often is it being used? For how long? And where in the house does it live? Sounds crazy, but it's increasingly probable as marketers mine for data beyond the usual places -- web browsers, loyalty programs and smartphones -- and capture information from pill packages, soda fountains and the most mundane of consumer implements, the toothbrush. ... "