you know not so long ago i spoke to the father of modern marketing economist philip cutler i don't know if you've heard of it and we talked about how commercials are to blame for our growing dissatisfaction with our lives in a way that they see it as the idea that the product they're offering is what we need and without it our lives are just incomplete is social media working in a same way or are its ways more complex than that. i think it's more complex i think it used to work in that way and only along those dimensions which was which was it great they tapped into our natural tendency to compare. and that's right i mean that was that was kind of early commercial commercials and and marketing was a global look at your life it could be better if you bought this product. and look that's it that's a very effective way to to manipulate someone and change their mind and get them to spend money now i think it's gone even further in that in that it's really starting to tap into whether you are right or wrong whether your view of the world is right or wrong whether and by the way these service