facebook problem, is it? how exposed could companies be to harm caused by bogus videos? >> extremely exposed. the problem there's social media outlets other than facebook that people pay attention to with twitterthem and other social media outlets, becomes problematic for those target releases, i'm well aware of instance, for example, when there's exploding cell phone batteries where there's more fabricated ones than real ones, you don't know where they're coming from, they could be competitors generating them and becomes problematic or even positions or statement as publicly-traded company. liz: critical issue for investor audience, is it not? any one to have stocks that they own and whether it's a company that makes social media form could really have brand devastated by something that's fake and once the damage is done it's very hard to put the genie back in the bottle? >> that's the problem we are dealing, the perception and interpretation of video and reliance that we take on this, we believe seeing is believing and that's the problem we are dealing with now. now we will have to learn in society that we will have to guess authenticity and change the social dynamics altogether for the next