explicitly, and it started with, you know, microsoft bob and these little personal avatars and -- clippyand it's annoying and creepy, very bad. i mean, it just with doesn't buck that well when you think of a person that knows you because he, obviously, doesn't know you very well. if you embed it under the surface of things and you're just showing them stuff. they then will click on these lins. i'm not sure if you had a tab at the top of google that said personalize google, regular google, i think a lot of people would choose the -- >> host: be they knew that it was -- right. if they knew that goggle's bending things in that direction. yeah. i'm struck by, i moon, to the story of bob -- i mean, to the story of bob, even sort of pre-bob there was patty mace's lab up at mit that are worked on participation, they called it collaborative filtering. and it was a service called ringo. and ringo was exactly an explicit you say what you like, and people hated hearing that when they made explicit choices, they actually hearing that their musical tastes were predictable. >> guest: right. yeah. >> h