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Have torn people apart with alarming speed and intensity. i fear we are pushing ourselves to the brink of civil war. >> when tim kendall was hired by facebook in 2006 to be the head of monetization, it was his job to determine how the platform could make profits. how do social media companies make money? >> they sell ads. the way they grow is to extract more attention tomorrow than they did today. lisa signs up for the service and it takes in all these inputs about her. >> it's collecting by data. >> collecting your data. we have this content and we have this notion of who influences you. then...

It without lying. the reason that's not happening, in my view, is the incentives aren't there, even though i believe it is within their capability. >> you mean that facebook wouldn't make money? >> it wouldn't make as much money. >> in your congressional testimony, you expressed fear that the consequence of all of this could be civil war. why do you believe that? >> i was thinking about civil war because i think it's the natural extrapolation from an all-knowing algorithm that has the financial incentives to pull us apart. >> studies have shown that it only takes a few minutes of exposure to a...