But how many people have disappeared down rabbit holes because of some absolute bollocks they've seen on Facebook? I think what we are in the midst of is the undermining of the democratic institutions, and we've seen that with what happened at Capitol Hill in the United States, currently what's happening at the US and Canada border, and also what's happened with religious and nationalist violence in India as well. And while mainstream media may have editors and directors who may or may not be under the persuasion of their corporate masters, their algorithm, the AI is not human and that is what has been driving social engagement on media because its primary motive is to make, in the case of Facebook, money. It determines that the thousands of contents that show up in our social media feeds are amongst the hundred things that you will engage with on that day or in that time.