It's very fascinating, it's very addictive, and it's incredibly challenging. You're never satisfied. It's kind of like advertising. You're never satisfied

But I think technology advertising will have to stop addressing how products are made and concentrate more on what a product will do for the consumer.

We set up a beta site, a test site, with movie, music and book reviews. If you're reading them and you want to buy a book or a ticket for a movie that's reviewed on the site, you can do that without leaving our site.

It's hard to build a brand, competitively, and tell people what you do as well.

Advertising ought to work by telling you what it is you want to tell, you should understand what you want us to do, what you want us to think, where you want us to shop.

One is that that's the way we started and we thought there would be more value and less confusion if the business model was just based on delivering news that's of value to Web sites.

The team architecture means setting up an organization that helps people produce that great work in teams.