b.f. skinner and a concept called reinforcement to the way i would illustrate is that it will probably connectyour audience as it did for me is that you have a rat in a cage and the rat is supposed to push a lever to get food, but the rat doesn't know which bush will bring the food. so the rat is compelled to push all the time, all the time, all the time. it's called intermittent reinforcement, one of the most powerful words in all of psychology and if you forget the comparison of us to rodents, it is exactly the same thing happening with your phone. depressant press and press because you don't know when the good thing will come. as many scientists call it, it's a veritable slot machine in your pocket. so you had that piece to the social wiring. you're starting to find something for for powerful and having given you the full range of the lure yet. >> host: it is really powerful, yes. i don't think when people are doing it they quite realize quite what it package of dynamite is again sitting in the car with them. i think it also seems as though it's such a part of our daily life. it's a fixture