into the book we come to the chapter that deal with these very issues, and you have a quote from meg mitchell from an interview with bloomberg, warning about the sea of doom problem. can you talk about that? >> absolutely. that quote is interesting on many levels, one of chit is came so early. another scene in that chapter is -- alludessed to at the top of this call is that moment where google identifies photos posted by a software engineer in brooklyn as gorillas. that's 2015. we are still struggling to deal with that issue. years after meg said that in the pages of bloomberg, years after that incident, even though you have people like meg and tim and so many others, you have not only noticed this problem but really called attention to it. the fundamental thing to realize is that it's endem n95 the technology -- endemic to the technology. it has to work in this way to work the way the large companies want to. it requires enormous amounts of data. and what that means is you can't just remove those flaws. you have -- you can try to start over, but how do you get the data that doesn't have thos