I think the difference is like your inventory before this was almost entirely social graph inventory and now you're going to start inserting a bunch of stuff that is not in it. And I think that's going to be the big and people are seeing that now in Instagram because Instagram is ahead of you in terms of rolling out and connected and feed. So we look at a lot of different aspects of the content itself and your previous behavior to help us understand is this something that you would like to see at the top of your feet or not.

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