Yes please Teddy to the betetr wine. I agree with you. The social is important and engagement is essential. Now we are seeing that the value can come social interactions that are less overt. Mapping the way people move through your website can tell you just as much as a customer comment. Value to content can be added through getting your audience to add tags that are meaningful to them. Rating search result can facilitate more relevant search results. As you say, providing the opportunity for engagement on all levels is key.