"Everything happens somewhere", and sensors can tell us with micro-precision where. But is that helping or hurting the push for IoT adoption? Humans have a vast array of ways of thinking about location, varying by culture and "job to be done". The "correct" answer to the customer's question of "Where is my cargo?" requires context, that most IoT systems are lacking. Are we just flooding customers with data, or are we giving them relevant information? And can't AI just "solve" this? This talk examines the challenge via specific examples and best practices.