As technologists we have this sort of look on the world where we think oh we're solving people's problems. We're trying to make it better, but one of our outputs is this cultural effect right where we are trying to get people addicted to their experiences. And that's where some of this controversy falls into place I think that you're referring to is that we have all these metrics in place that evaluate whether it's good or bad design. They don't have so much to do with making a really delightful experience.