You Don't Give Your Heart to It

"The words, these linguistic structure, that's the DNA of a message," he says. "And you can, again, very literally, insert, remove snippets of language in exactly the way that you would insert or remove snippets of DNA and then you test it on us." He adds: "Once you show people that there is a structure and a pattern and that you were being sold, an opinion, it does help you maintain a critical distance"