The site is a reflection of society. It's an enter-at-your-own-risk kind of thing.

If a small percentage of children are getting tested, and maybe not the ones that are most at risk, then we can't tell a whole lot about the prevalence. There could be a big problem there and we're not detecting it.

Because they're so different, they're totally a reflection of society and where we are, but in performance they also connect us to each other and the audience. We're all different, we're all connected -- how do we unify? How do we find a social awareness that's larger than us?

Better to start small, and do that well. We got more response from the press release [in January] than anything we've done for SXSW Interactive. I think there's quite a lot of interest in it.

There's a lot of investment in these kinds of companies these days, so there's a sense of optimism here we haven't seen in five or six years. We have a lot of panel sessions, but often the best ideas are what people think of after two beers at a party or something. It's just a real creative, fertile atmosphere where new ideas come to life.

It's 1997 all over again. Is that a good thing or a bad thing?