you. and, you know, you know, take a step back and look at, you know, actually the reason why was because they spent two years stalking you and they were looking through your photos, they were looking through your messages. they figure out everything about you to better understand exactly how to target you. at scale, that's what cambridge analytica did and that's what facebook allows you to do. >> we share the same sensibility and i trust you. >> i speak like you, i seem like you, i talk about things you're interested in. it develops a level of comfort. it opens up people to receiving information that they might otherwise be skeptical of. >> very well said. i want to read an except of the book, an example of what this looks like in practice. the chief technology officer typed in a query and a list of links popped up. he clicked on a random name in