actually look -- you're calling this negative content and i really actually want to take one step back. you're not looking at how zoo borns and dog photos and other types -- i know this sounds really -- i'm not trying to be like there is not all bad things on social media. i'm trying to say that how these things travel and how they get amplified is through the behavior of the content and not what -- like imagine that facebook is pass along a box and don't look inside the box to see what the box is promoting or recommending. they're passing it along it it looks like whatever is in the box joy will like, kate will like or whoever. i think that's basically kind of like how you have to see this and it ends up actually amplifying really kind of base content, like cute content, happy feeling content but also totally ampliies the bad content and that's what i think francis is talking about in the clip that you played is basically like they figured out how to down play all of those