I do think the best thing for companies like Google and Facebook, if they are afraid of this ethical trap of advertising, is they should start letting people pay who want to pay and avoid some of the advertising.

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.

Starting with radio, starting with television, we got used to this idea of stuff being free as long as you just watch a few ads.

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.

The most interesting thing about Google is its founders hated advertising.

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.

There's always going to be a tradeoff between trolling and anonymity, and I guess that's the way life will be. And you can manage it, but you can't cure it.