dr. mcnutt but i had never seen a universe of phoenix add. i did note what it was also. it was in 2012. i looked up and i saw that apollo group, the parent company of universe of phoenix, was the single biggest google admired that quarter. that's when i realized like i'm not going to see the failure of this kind of algorithm. everyone here saw the failure of the aaa ratings on mortgages. everyone in the world saw that because it was so loud when it exploded. but who is going to see the failure of this kind of algorithm? because we segregate ourselves online to such an extent that with so many passionate when someone falls prey to that false trap, we do not see. in fact, we blame them for it. >> how are we doing on time to? i can keep going. great. where do i jump in? i've got like 10 questions i'm going to squish them all into one. one of the things you talk about in your book is like potentially we have people are building these algorithms, take something equivalent to a hippocratic oath. certainly does to ethics training for people like us. it makes people accountable in the computer