There's a lot of investment in these kinds of companies these days, so there's a sense of optimism here we haven't seen in five or six years. We have a lot of panel sessions, but often the best ideas are what people think of after two beers at a party or something. It's just a real creative, fertile atmosphere where new ideas come to life.

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The site is a reflection of society. It's an enter-at-your-own-risk kind of thing.

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It's 1997 all over again. Is that a good thing or a bad thing?

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Better to start small, and do that well. We got more response from the press release [in January] than anything we've done for SXSW Interactive. I think there's quite a lot of interest in it.

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