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Friends data and that scaled really quickly. >> so what i'm trying to say is bannon came n he wanted this information. this is -- you said at the behest of a millionaire which is robert mercer as well. >> right. >> breathing down your throat. and so bannon goes to work for the trump campaign. where does all this information go? it had to go somewhere. that's the basis of your company. >> well, yeah. i mean i don't -- how else did they build the algorithms then? what, you know, what did they use? >> yeah. so the facebook data was integral. i want to get it straight. integral to cambridge analyt...

Cambridge analytica itself. >> you know, gabriel, mr. wylie has said in a sense cambridge analytica developed psy psychographic profiles. downloaded and gave their data. but facebook gave all of their friends data who didn't give permission. so they're building these profiles and using that to target you with just the think that would get you to change your mind. this is psychological warfare. how is it legal to be done through facebook? >> well, really, joy, you raise a good point. the regulation is a complete gray area. it's the wild west as facebook has slowly come to acknowledge. they're j...