lance ulanoff, was it only a matter of time before someone live tweeted something so horrific? >> yeah, unfortunately, i think that's true. we are never without our technology. it's around us. it permeates our lives. we have powerful computers in our pocket, and we have been, you know, we are training our children from the youngest age the use social media, so it's something that comes very naturally to us, and what i noticed as part of this, this horrifying crime, is that the use of social media seemed to be kind of a natural act happening as i was doing these things. i did not feel that part of it didn't feel particularly premeditated. >> ifill: well, not only his act but that people instinctively shared what he put up online. >> it is, but it's funny, because i look at this guy, flanagan, and i think to myself, this is a person who committed a heinous crime, who was not in his right mind, and used social media in a way thatter the -- that terrifies me. the people who reshared what they saw, i understand the impulse because you see something, it's newsworthy, that is what we

we have lance ulanoff, mashable. and bruce terkel is brand ceo is with us. terkel brands ceo. th us as well. lance, what is the point of this in your mind? what is the meggsage they're trying to send to us? >> well, new google, really about a new company that can operate in much more -- almost a burden to have conglomerate of companies all in one. they were facing same regulatory issues. they were facing same acquisition issues. facing same issues as some companies were dragging down the whole. companies operate on their own. have their own regulations and settings so it is going to theoretically make things move much faster. melissa: bruce, that makes it sound like it is not about branding but structured neat to do something managementwise. from branding does it make zones though? >> of course. because you started with a structure and logistics guy. if you started with the branded guy you would have gotten branding. they are spelling out a to z exactly how they will run the business. do all different things from the search and google and youtube we recognize to contact helpses