Google has - at least at this point - maintained the line where it keeps organic results separate from the advertisements. But over time - so in other words, you still get the - there still are honest to goodness results which are based on an algorithm which is based on how important or how many people link to that particular site, so there's that. At the very beginning, there were unobtrusive advertisements on the side that sort of showed up when you typed in certain phrases. Over time, the amount of real estate that those ads take up has increased.

I want to say, however, one thing our media in America has done which didn't happen in other totalitarian states is it has very effectively stood up to Donald Trump who has obvious fascist tendencies and his - who's a temptation like all authoritarian figures to try to crush the media or make it obey him. As that - the media has, in fact, stood up to him and has refused to bow out or cower.

I think you spend 50 percent of your mental energy trying to defeat ad systems.

There's a problem which is when you're trapped in your own identity and everything is really you, then you feel less freedom to sort of explore who you want to be. So I think it's kind of something we're stuck with as long as humans are the way we are.

There is this inherent human instinct that the usual way you control trolling is you force people to use their real identities. So there's less trolling on Facebook, for example.

Take back the web because it is a situation that really isn't working for anyone.

We already have our phones, but other wearables, and those technologies are going to want to know when you're deciding things and then offer some kind of input subtle or less so on that moment.