ahead was the curve was craigslist, zipcard, netflix and ebay. but the rise of the mobile phone in social media has added a level of complexity and opportunity to the equation. >> what was okay before to have kind of these things sitting around unused, now it's not okay. either because the people would prefer to have the value, the money from it, or it's kind of increasingly not cool to be kind of hoarding things that have value. >> one company that is actually teaching kids to share their toys rather than hoard them is pley. parents know how legos can take over a household. one set is never enough. and there's always a new, bigger, better, cooler set that your kids yearn for, just as soon as they finish building their current one. enter pley. a lego sharing company. >> it's a netflix for lego. we're in a time that people understand netflix. understand if you can send a product and get it back, which was not true ten years ago. so it's not about how many lego sets that i have. it's about how many lego sets that i built, and what's the enjoyment a