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.

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.

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.

The case for industry breakups comes from Thomas Jefferson's idea that occasional revolutions are important to the health of any system. As he wrote in 1787, “a little rebellion every now and then is a good thing, and as necessary in the political world as storms in the physical one.

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.

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.

I'm concerned with our autonomy. I don't like the idea of people collecting information on me in general, but I particularly don't like it when it's used to sort of exploit your weaknesses or make you lose control in some ways.