We want to develop a technology that's globally applicable, that's not customized for a specific city or a specific country. The only way to do that is to be able to test every day in a diversity of environments.

We Anglophones have reasons for adopting strange diets. Increasingly, we live alone. We have an unprecedented choice of foods, and we're not sure what's in them or whether they're good for us. And we expect to customize practically everything: parenting, news, medicines, even our own faces.

The answer is not to standardize education, but to personalize and customize it to the needs of each child and community. There is no alternative. There never was.

Ultimately it's possible that social media platforms will be designed as templates that the users themselves customize in terms of the best way to express their community and experience of life and brands will have to simply follow suit.