After decades, there is still talk about the role of notice and choice in privacy. Yet there seems to be broad recognition that notice and choice do nothing for the privacy of consumers. In this IAPP article, Robert Gellman explains why he may move off his previous opinion that consent represents the death for consumer privacy and how Apple's App Tracking Transparency Framework played a part. "I am certainly not seeking to rehabilitate notice and choice. I'm only asking if there might be a role for consent through a better process for defining and obtaining consent," writes Gellman.