-- if i'm on facebook and have one newsfeed that has built a bubble that confirms your existing beliefs, i have another i can show you that does not confirm your beliefs. if that one loses engagement or does not hook you, everyone else will get the attention. i have to show you the one that confirms your beliefs. and in facebook, i am locked into doing what is bad for democracy. caroline: which stakeholder is it best to target? the consumer? shareholders, investors? is it for them to hold the executives to account? is it employees you target the most efficacy? >> this is the thing we are working out. i love the idea of having more shareholder control and influence. we realize the cost on democracy and children. i think that is a fantastic way in other industries in the past. the threat of regulation is another one. it is hard in the current environment.