All your books are sort of about persuasion, viral content. Are you trying to crack the code? Yeah. I mean, so what I find interesting to me is that a lot of this is really math,. And not math exactly. But like, think about reading a book. Think about watching a movie. Think about reading a piece of content online. We often have reactions to those things. Why? Why are we having those reactions? By understanding the way language works, can we begin to parse this in some sense?

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