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I think that is the hardest question, what to optimize for. Jason mentions that facebook employs social scientists who help set what the value is they are optimizing for.

> I don’t work on the social science part of it. We try to optimize and we do it on good faith that the goals we’re optimizing for are good faith goals. But I’ve been in enough of the meetings to see the intent is really a good intent. It’s just a thing that’s very difficult to quantify.

> But I do think that the intent is to provide that value. And I do think that they would trade some of the margin for the value in a heartbeat.