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In the end, these are tools. We will learn to design better tools yet - these are early days. Knowing Sam Decker (and Ze Frank as adviser) are behind this effort helps me frame the intent of this execution, at least vis-a-vis its utility. Tools reflect, people control.

I'm starting to think that the tools for measuring and controlling social media have outgrown the original social media widgets themselves. But while the monitoring tools offer a myriad of settings and options, the social platforms these things are built around are probably still bigger, in a more metaphysical sense. They're beginning to control how we think and react and feel and approach a number of situations, and that's a type of mass societal permeation that can't be hammered down to filters and drop-down menus.

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