rapidly, things that are harder to like, there's no inherent reason to say there's also an important butttonand in a way this is, you know, how do we -- we've learned so much on the tagging kind of world about all the different ways you can sort money. but it hasn't applied to -- >> host: to the social media, rye onically. >> guest: i mean, this comes up on facebook in the terms of facebook doesn't know who actually i'm friends with, who is my family, you know? the it would presumably be a better service if you could figure out a way to do that that was inon truce i. inobtrusive. partly, i think, there are -- you can get a big with gain by just sort of doing this first step and getting to, ah, you're male. we're going to show you more stuff about gadgets. but to get to the place where it's actually good, you know, it may not deliver as much profit and it's harder. >> host: doesn't could -- sound like a winning idea for business. >> guest: they love making people spend more minutes on facebook. and what you're asking us to do with these complicated social questions, you know? the this is all