 Every book that's ever been written on football, it's like an infinite variety of them, and what they do with their algorithm is present you with a shelf of books that they think you will find most interesting on football. That's essentially, I think, what the algorithm does. Facebook News Feed is really quite different. It's a much, much smaller bookshop, because the only books in it are books from people you have already connected with, whether that's news organizations or individuals. In other words, the Facebook News Feed