mr. rosenseal, why the name "blur"? >> i think it's because information moved fast and there's so much of it, people feel confused. when information is in greater supply, knowledge is actually harder to create. because you have to sift through more things that make sense of it. so there's a feeling that things are more of a blur, more confusing even though we have more information at our fingertips. >> so how do we cut through that blur and find what we need? >> well, we hope that the way consumers will do it and consumers are more in charge now than they've ever been. we were in control of our own media in a way we've never been. we hope what people will do is develop the skills to know what's reliable and what's not. and that's what the book is about. it's the trade craft that once resided in newsrooms shared with consumers. but it's also true that when things are uncertain and confusing, that a lot of people just gravitate to news that they agree with. and so part of what we are looking at in the information culture