I'm afraid when too many people know too much about you, it actually makes us all a lot more boring because you're afraid to express yourself.

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.

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

There's always people - it doesn't take many - who have a different psychological makeup than most of us who really get joy out of provoking. They don't always believe the things they say, they just like to watch people go crazy. You know, I knew people like that in elementary school - bullies of one kind or another.

If you really care about content, you should pay for it.

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.

Movies you pay for - well, sometimes they throw some ads at the beginning now - but generally you pay for ads. And that business model - actually, much more ancient, paying for stuff - is much more straightforward in terms of the incentives of the people who are then giving you the stuff.