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“The one thing that’s a bit of a drag is the hyper-dominance of Facebook and Twitter, [which] feels really monolithic and dull to me. I don’t like the way they look, I don’t like the way they feel. I feel like they’re huge Soviet apartment blocks that we’ve all been forced to live in. And if you want to really reach a lot of people, you bloody well better get yourself an apartment there. But it’s going to look like everyone else’s apartment, and you’re going to have to communicate through their Soviet centralised communication system. I don’t even think the metaphor is a bad one; because everyone is watching. Certainly the advertisers are watching. That’s why these entities are so valuable.”