joining us is michael heyward.th us. >> thanks for having me. >> it seems like it's an online confessional booth. >> when you look at all of the social platforms out there, whether it be facebook or instagram, or linkedin. because we're all shackled by this idea of personality identity, the contest seems to be fueled by ego. we want to look good in front of people we know. when was the last time you tweeted about being upset at a co-worker or about an argument you were having with your family? right? and i think this idea of you are who you are when no one is looking is something that is really powerful. a couple of weeks ago, i was in front of a large group of college students. and there were about 100 freshmen in the room. i walk in and said, can everyone here raise your hand if you're a virgin. as you can imagine, nobody in their room raised their hands here's what we're going to do, i'm going to turn off the lights and blindfold everybody. and i asked the same question again and about 30% of the hands in the ro