You know, it's so funny that the internet's become a series of traps where you do sort of innocent things like give your name or address or indicate a preference, I like this thing, and then therefore you open yourself up to a deluge of advertising based on those stated preferences.

The Holy Grail of advertising has always been advertisement that people want to watch, which occasionally happens. You know, the Super Bowl, people sit there and watch the advertisements. Some print advertising is very beautiful.

When you decide to like something, I mean, you may feel you're sort of innocently putting out your preferences, but actually you're delivering something of enormous value, which is indicating that, you know, you'd essentially like to be advertised to by this company.

Every time you click on a like button on another site, you've told Facebook that you're doing that. And so therefore advertisers know who their fan base is.

Google has you at a very specific mental state that is, looking for something. And what they've always been able to say is, we deliver your message at the exact time someone is, say, looking for fishing hooks or looking for marriage counseling or looking for a lawyer for a particular problem. And here we have our customers telling you what is in their heart and soul. It's something that, you know, advertisers have wanted for decades.

In fact, the big steps forward for advertising, especially after World War I were when government just began employing the tools of advertising for its own purposes to get people to join the army and other things.

Socialization would be the most successful thing to bring mainstream audiences to online computers.