I wanted to create a toolkit which I would have wanted as an entrepreneur to use these principles of psychology in product design. Some startups totally forget the trigger. In some, the action is too complicated. Others don't have a variable reward, which maintains mystery.

Before social media, if I, as an individual wanted to publish something to the world, unless I could get some local TV crew to interview me, or I wrote an op-ed or took out an ad, I had no voice.

What would the infrastructure of the Internet look like if mass surveillance wasn't its business model?

The true end users of Facebook are the marketers who want to reach and influence us. They are Facebook's paying customers; we are the product. And we are its workers. The countless hours that we - and the young, particularly - spend on our profiles are the unpaid labor on which Facebook justifies its stock valuation.

The fundamental problem with program maintenance is that fixing a defect has a substantial chance of introducing another.

Internet-centric companies have already begun changing the rules with binge-watching, flexible running times, fewer commercials, and crowd-sourced content. The brainpower - and just plain power - of the most valued tech firms will change things even more.