getting sort of, you know, opinion shapers on twitter? or just opinion shapers in general interested on things? >> i think that's actually the wrong focus. it's sort of thinking of a forest fire saying the size depends on the initial spark that caught the forest fire. it's not really just about the initial spark. it's about are these other people, these other trees in the forest going to continue to spread the fire. rather than focus on the messenger like the person is special or has a lot of followers. what about the others that don't have a lot of followers? how can we build things that everyday joes and janes are going to share? we've done a lot of research to understand why anyone might talk about and share something whether they have ten friends or 10,000. >> jonah, one of the things you talk about is generally things that go viral have practical value. but so much of the internet is a time suck and if you put a kitten in it whether it's in a taco or in the stock market, it's going to go much more viral. so many of the things that blow up on the internet are pointless