>> i spend a fair amount of time with the flip board folks and mike mckuhn who was was apple and in some way this is the third web browser company but hulu and flip board, what flip board does is pull in all the things you love about the social web. so twitter feeds, facebook, friends update and presents them in what mike mckuhn calls a social magazine and flip through the pages of your friends and flip through the tweets that people have sent across on your twitter stream and it's a great experience and if raises some question of fair use in some people's minds and if i link to a wired story on my facebook page, i can pull that thing down on the flip board in its entirety without really going to wired and the advertiser. there are business things to be worked out but takes the threads of the social web in particular that we have to hunt around for and gather together ourself and puts them in one place in a beautiful format and it works well. >> the notion of the designed experience when you talk about it as a social magazine, it puts it together in a way that's easy to follow and leads