So it took some nerve when Zuckerberg, now calling himself the "Founder, Master and Commander, Enemy of the State," gathered his code posse to throw together a site named "Thefacebook." He announced the undertaking with his usual confidence or presumption, depending on your view. "Everyone's been talking a lot about a universal face book within Harvard," Zuckerberg said. "I think it's kind of silly that it would take the University a couple of years to get around to it. I can do it better than they can, and I can do it in a week."

Tim Wu, The Attention Merchants, loc. 980