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There are animals we haven't stopped by. Don't think they're harmless. Life will defend itself no matter how small it is.

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Mark Zuckerberg

Think about what people are doing on Facebook today. They're keeping up with their friends and family, but they're also building an image and identity for themselves, which in a sense is their brand. They're connecting with the audience that they want to connect to. It's almost a disadvantage if you're not on it now.