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

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.

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

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.

These are really interesting questions. One of the interesting things about Craig is that he is very, very diligent about patrolling and policing that community.

We'd like to have him christen it, and have him take the first ride in it.