do they look at it enough? are they investing in the teams as fully as they should and getting other partners to look at that data the way they should? i don't think so. >> "the new york times" reported this week on internal clashes. what they called data wars involving this tool called crowd tangle. what is going on with this tool, and why does it matter? >> crowd tangle is a really great tool that takes public content -- and it's important that people know these are public posts and public content and makes a set of the data available to researchers and journalists to understand what things get interacted with on facebook. what are people clicking on, what are they commenting on and sharing. that helps them to research and understand the distribution -- or, sorry, the engagement with information on facebook. it's a critical tool that i've heard from researchers that gives them an incredible ability to start to see some things but it's not complete. there's a whole array of information around the reach of