. >> they introduced a product called eeepc. great reviews. word got around. i think now in 2012 they were top five in laptops, in tablets, in various categories. >> the most valuable thing that's been created in the last 10 or 15 years are filters, things that push things away. google knows the entire internet and it kind of pushes away all the other sites and gives me the ten links i want. facebook pushes a lot of information and links me through my friends. these are filters of information. aren't brands kind of a superior filter. you're saying they're running in the other direction and not pushing away irrelevant information anymore. >> i think that's exactly right. i think brands today where consumers check reviews are less important, less influential because perhaps i bought another product by the same brand. it was a great product. doesn't mean that the next product will be as good. and therefore, before i buy the next product, i'm going to check to see what people think. >> but apple sells an experience. >> apple seems to be exactly, you know, the coun