The easiest way to figure out who the customer is in an online space is to figure out who is paying for the thing. Usually, the people paying are the customers. So on Facebook, the people paying are marketers. That makes them the customers. And it means we are the product being delivered to those customers.

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 easiest way around the bases is with one swing of the bat.

The easiest way to propagandize people is to let a propaganda theme go in through an entertainment picture when people do not realize they are being propagandized.

Quitting is the easiest thing to do.

The easiest way to stop piracy is not by putting antipiracy technology to work. It's by giving those people a service that's better than what they're receiving from the pirates.