i. inobtrusive. rtly, 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 kind of like, you know, we just want to do the fun and simple stuff where we figure out a clever, you know, they be on the book more. >> guest: you know, and then, too, that these companies start to provide these tools and find that people are taking them up because they have that desire. >> host: so that's, that's the supply side. and i'm struck when you're talking saying we should do this, and we could do that with algorithms and studenting and so forth. -- tuning and so for