Delivery will always be critically important, but the technology can really catapult humanity forward.

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"People here are always thinking critically about fascism, so people want to drive the technology, not be driven by it, " he said.

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Corporate structures are such that people do what they are told and do not always feel empowered to think critically about what they are doing.

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Once again, McPherson's approach differs: "I'm always going to err on the side of caution with product integration, " he says of the critically scorned tactic of grabbing ad dollars.

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