even mark zetterber. can i add one more thing.so much of what we are talking about is the leadership role like the men who are in charge and have these ideologies, but that filters into the culture of companies and it's actually imperative to think about the more context of the way played out. having some control over the questions seems to be another way that we could cut into the overall culture we are going to open this up to audience questions now if you would like to ask please be kind and we are going to switch from one to another. people start with this one here and the next one coming over to you. i'm here from the chapel at harvard so thank you so much for bringing this topic up to the open. i believe the use of the emotion is a proxy for looking into the dopamine circuits and creating an addictive experience which is very unethical and i wonder what your feelings would be about how to bring this to awareness. as of the engineerthe result ofd designers who are recognizing that again going back to the optimization question