What's so interesting about the internet - I keep saying this - is the web has gotten worse over the last five years as opposed to better.

There's always going to be merchants who need to get their message out, but things have gone way too far.

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.

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.

Advertising always corrupts the goal of the search engine, which is to try to give you the most important stuff, not the stuff someone paid there to be there.

I'm kind of calling for a - I'm not the only one - you know, a revolution of some kind where we try to take back the web or start something new because, you know, the dominant medium of our time is in a desperate state and it doesn't have to be like that.

All business models have something challenging about them, but the problem with the attention merchant business model they have is they need to keep increasing the amount of ads they deliver to people and therefore make their product worse.