did you read that steampunk article in boing boing? read that. >> skywriting over. >> the. >> willamette river? yes. you read a fortune cookie? yes. from last night? yes. did you read it? yes. there were two. >> yes. did you read that. >> thing that guy wrote. >> in the sand on the beach? >> yeah. >> i love that. by the way, that show was great. incredible jam. so we love that. >> you can't tackle this without also confronting some of the press's issues and challenges in a commercial marketplace. yeah. how do you deal with that? >> i mean, what you know, what that speaks to there. what's great about that? i actually have used that in the book. it illustrates the fact that when there's more attention, when there's more information, there's more competition for your attention, that information consumes attention. and that part of our job, part of what we're doing, if we're doing things usefully for people, is screening things and focusing things. and one of the criticisms i think, that you can make of the media is that we have a hard tim