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      "text": "Instead, I think we will need to do the hard work to make payments and offers work frictionlessly inline. This can create much higher value impressions (more similar to search) that take advantage of the intimate and interruptive nature of the environment.",
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      "text": "The first touch point is message threads with businesses. This branches into two very different experiences: a business messaging you out of the blue, and you messaging a business and it replying to you.",
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      "text": "The first experience -- a business messaging you out of the blue -- is where I expect most of our business to be over time. However, it's also one of the most sensitive experiences that we need to be careful with.",
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      "text": "As we phase these in, we'll need to make the product perform such that most businesses pay on a per-action rather than per-impression basis. The basic math of this is that even in the limit there will be so many fewer impressions here than in News Feed...",
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