Ken Rutkowski started a casual group for a bunch of friends to get together on Saturday for breakfast and collaboration. It was never only about business help and support were offered and provided in all aspects of the life and work. The group grew in connection and size and now Ken hosts MeTAL in a theater in Los Angeles. He asked me many times to come to talk about games and the game industry, but this time he asked me to talk on a day he was not around. I went somewhere else completely. Before mainstream discussions of fake news, filter bubbles and the Russians, I got myself worked about what was going on with social media and search. This is probably the only talk you will ever see that quotes Ghandi, Tolstoy, Karl Popper, Margaret Mead and Stuart Smally all in the same discussion.