@arstechnica yes yes, of course we'll process it locally.. and THEN once you've done that work for us, we'll transmit that sweet metadata to our private servers to analyse.
isn't this the same as the whatsapp approach? i.e. provide hand-wavey reassurance "dont worry, your messages are end to end encrypted - we can't read them!"...
meanwhile, behind the curtain, the app processes your messages locally and thanks to the metadata you provided us, we know what ads to send you....