Now you got to understand that for the past 10 years, I haven't liked modern social media. I don't like the trolls, the harassment, the SWATting, the absolute nightmare that Twitter and Facebook have become.
So why did the Cancun airport incident effect me so much?
Because it's different when you think an unknown gunman is going to kill you and your family -- you're telling the whole world -- and trolls come after you.
That's when I realized the true stakes of Big Social.
What you also need to know is that, in my own way, I had a hand in building Big Social.
I feel terrible for what I contributed.
Like others, I thought, "Hey, maybe we can fix this whole thing with more diverse hires and getting the input of experts in diverse professions."
But this thing is unfixable. And the problem lies at the crossroads of technology and sociology:
How data is organized, social organization follows.