we were more nacve than and thought i will tell them more and everything will be better and didn't have the idea that i was holding all the giant marketing survey at times. i was as nacve as everyone else but to get back to the message a little bit, we have had a big consolidation and as i said, they go through life cycles. the real danger i think is that if companies are powerful enough, that they can set off our competitors and therefore stagnate the economy. so that sounds absurd for google or facebook but at&t was this incredibly dynamic young company in the 20s and by the 50s it had shut down all its competitors, shut down innovation so this is master switch territory, not attention merchants but if you let a giant company have too much control over a part of the economy, it tends to be bad for the countryoverall . i'm a very strong believer in that. >> host: that's the thing with the unifying idea is that if you let big companies have too much control, too much influence through the people being aware of exactly what they are doing, why it could be bad for society, that that to me