This is a little different than the sort of post you're used to from us (though it's not unprecedented). We know it's usually new and upcoming features, news and notes and stuff... but today, we bring you a word (or a thousand) from the Pezident.
For regular guys like me, Multiply is it.
For discussion between real-world friends and family around your personal media, there is no better solution than Multiply.
by Peter Pezaris, President and CEO
For the exhibitionists of the world, there is no shortage of web sites that can distribute your content to a wider audience of strangers: MySpace, YouTube, Flickr to name a few. For regular guys like me, however, we care more about sharing our personal media with people we actually know in real life.
MySpace offers very crude privacy controls which are unsuitable for exchanging personal media in all but the most basic use case scenarios. Your entire profile on MySpace is either set completely public so that anyone in the world can see it, or completely private, so only your direct contacts can see it. You have one switch to throw, and it's either ON or OFF.
On Multiply, everything you add to the site — and I do mean everything — has individual fine-grained privacy controls. On Monday I can take a photo of the Empire State Building and post it to my Multiply profile for the whole world to see. On Tuesday I can write a blog entry about politics and make it available to my extended circle of friends, and friends-of-friends (through trusted, bi-directionally confirmed relationships). On Wednesday I can take a video of my kids in the bathtub and make it available for only my Mom, my sister and my wife.
Facebook offers better privacy controls than MySpace, but they are still crude. The world is still binary: either someone is your contact or not. There is no way to share your media with your co-worker's wife, your Mom's best friend, or your sister's roommate without first making them a contact of yours. This artificial pressure to add contacts degrades the quality and accuracy of your personal "social graph" over time; anyone who has used Facebook or LinkedIn has seen these effects.
Multiply allows you to meaningfully and appropriately communicate with tier-2 and tier-3 contacts based on our proprietary system which ranks users in order of how close they are to you in your real-world social graph (this is similar to how Google's PageRank works, only applied to social networks). This recognition that friends-of-friends are important to you for the exchange of personal media is how we keep our representation of your real-world social circles more accurate.
Multiply's proprietary messaging system, which alerts your personal network not only when new content is posted, but also when replies are added to those posts, is sometimes compared to Facebook's news feed. Facebook's news feed is a snapshot of web-site activity containing such crucial nuggets as "Debbie vampire bit Julie," "Dave added the superpoke application" to be followed closely by "Dave removed the superpoke application." Importantly, this activity stream is not a communication tool; it fails miserably at that. The insanely low signal to noise ratio is one important aspect of this shortcoming, but perhaps the fatal flaw is that there is no "page 2." That means you can only see the last 15 items of activity, and can never go back in time before that.
Imagine if your email INBOX contained only the last 15 emails that people have sent you, and when you receive the 16th, the first one — poof — is gone for good and there's no way to get it back. That is exactly how Facebook's news feed works. Some people have referred to it as drive-by social spamming, but whatever it is, it's not suitable for meaningful communication around personal media.
Contrast this to Multiply, where you have an Inbox that combines all of the media sharing and communication that happens within your personal network in one place. When your sister's roommate posts a new photo album, it shows up in your Inbox (if she has granted access that far). When you get a personal message, it shows up in your Inbox. When someone replies to one of your videos it's also in your Inbox. Importantly, you can filter this message-board like application to show you only those items you are interested in, and you can go back in time as far back as you want... want to see all the videos that have been posted by contacts of yours? No problem. Want to see all the replies to posts you made that you haven't read yet? Click click done. Want to see everything that's being discussed in your extended network of friends-of-friends, including notification where the ongoing real-time discussions are? That's where Multiply adds real value. And each one of these settings is but a couple of clicks away, and saveable in a personal/private RSS feed, unique to you.
Most importantly, however, when you take that precious video of your daughter's first steps, when you share it on Multiply you're guaranteed that your Mom will see it, because it won't be pushed off the front page of her newsfeed (and into oblivion) when someone she didn't know got "top friended" by someone else she didn't know. On Multiply, not only is there a page 2 so she'll see it, we even keep track of when she does so you know for sure.
Simply put, Multiply delivers next-generation technology to make lives easier, more engaging, and more fun for those like me who want to share our lives and communicate with people we actually know. We'll let our competitors focus on social gaming, social flirting, and social hangouts.
Four years ago we had a vision to deliver the best personal media sharing site in the world to as many people as possible, in the hopes that it would bring family and friends together. Since our launch in 2004 we have focused on nothing else. The end result is a product suite geared specifically for one purpose: for those more interested in meaningful discussion between real-world friends and family around their personal media, there is no better solution than Multiply.
If you're a semi-pro photographer, Flickr is the site for you.
Are you an exhibitionist? Try MySpace.
YouTube is the best place to post your viral video if you don't care who sees it.
Facebook is the hands-down winner in social gaming and profile toys.
Do you have friends and family that you care about and would like to have a better way to stay in touch with, and share those precious photos and videos, and discuss current events?
You have listed all the reasons why I love this site! I came to Multiply from 360 and figured it would be my temporary resting spot until Yahoo offered their new product. However, I have fallen in love with the features on this site and I intend to stay. I have found my blog home.
Most importantly, however, when you take that precious video of your daughter's first steps, when you share it on Multiply you're guaranteed that your Mom will see it, because it won't be pushed off the front page of her newsfeed (and into oblivion) when someone she didn't know got "top friended" by someone else she didn't know. On Multiply, not only is there a page 2 so she'll see it, we even keep track of when she does so you know for sure.
Well actually it does get pushed off if "mother" is not so good at using Multiply and doesn't know how to use custom filters that post about the baby may be on page 2 before "mother" ever see's it depending on how many other updates she gets in her Inbox That post may not get covered by top befriended but it surely will get covered up
Not everyone knows how to use Custom Filters, they have everything showing read, unread 100's of posts, things do get covered up that way Don't get me wrong I love Multiply but it can be very confusing for the "older" user who is used to a simpler system
Oh and you forgot Imeem <-- for those who want to share music
Have to say, without a doubt, Multiply has been the best social networking site with real honest controls for how much of what ever you decide to post is to be seen and by whom! it may come with a touch of a learning curve to those not familiar with it's design, but since there's loads of user support as well as Multiply direct contact support, I haven't yet had a "big issue" getting anyone in my circles turned on to my content :o) A world of appreciative, Thanks, to You Multiply!
I came to Multiply from 360 and figured it would be my temporary resting spot until Yahoo offered their new product. However, I have fallen in love with the features on this site and I intend to stay. I have found my blog home.
Same here. I only tried Multiply because a Yahoo 360º friend invited me. Tried it. Like it. Not going back.
Now if only we could get that online status thing in the pop-up to be optional, then the privacy settngs would be perfect. And if we could just have a way for non-user comments, then my family members, who don't want to open an account, can comment - at least on public posts. It would be a nice way to open a door for them and hopefully soften them up a bit to maybe eventually open one of their own. Even without this option though, I've fallen in love with Multiply, just for the flexibility you mentioned.
And if we could just have a way for non-user comments, then my family members, who don't want to open an account, can comment - at least on public posts. It would be a nice way to open a door for them and hopefully soften them up a bit to maybe eventually open one of their own.
I would rather keep comments private. I made about 5 accounts for different family members including my mom so they can comment and see my posts.. I keep them updated for them and go in and change and customize their email alerts if needed. As long as they keep signed in and remember the password I give them they are fine. Every once in a while they get time to upload pictures and post, but mostly they read my posts. We all can keep in touch and they don't have to do much. I know it sounds like a lot of work but I don't think so. It's worth the effort because we're all over the US and this is the way we stay in touch. I would never think of doing this with any other social networking site because we value privacy.
These are the reasons why Multiply is the only social networking site I joined. Multiply is the only one who knows how to really give privacy to their users, plus the other features are great, too.
I came to Multiply from 360 and figured it would be my temporary resting spot until Yahoo offered their new product.
I came here because it was obvious they were no longer going to service 360 -- not that they'd done much for us in the past -- so the customer service here and the fact that you, sir, the CEO, post and actually use the product blew me away.
Facebook's news feed is a snapshot of web-site activity containing such crucial nuggets as "Debbie vampire bit Julie," "Dave added the superpoke application" to be followed closely by "Dave removed the superpoke application."
dang it! i feel like i just had all the air punched out of my tires. i've been taking snapshots of this exact sort of idiotic crap on facebook in order to write a "facebook vs. multiply" post, and here you've beaten me to the punch.
Ah, but the line between online and offline relationships is constantly blurring.
When that line disappears, where will you be?
Maybe when I go to work with a friend I know in the Philippines, or maybe when my friend in Australia bags my groceries, or perhaps when my German friend cuts me off on the highway. Oh, wait, that's physically impossible...
I love it here.......you give us alot.......that being said .....because there is so much........computer users that are not that savvy do tend to get lost on here. Ive often said everything should be shut off and they have to turn it on instead of starting with a million emails and and inbox they dont know what to do with. That is what seems to intimidate so many ..........otherwise........you guys rock! I love all the privacy and that I can open some blogs and not others. I like that I can keep things just here........not all over the web if I choose. And I love that you all care so much......customer service is awesome and you take our wants and needs seriously . And I love that the Pezident takes the time to actually talk to us not just some far away in his penthouse office type person who only cares about the $$. You guys know .....with out your customers...there is nothing. I will fight for this place whenever anyone puts it down because when they do its very obvious they havent really taken the time to get to know how it works here. And then theres always gonna be cranky people I guess and those I just block (wink, thanks for that too!) Good Job Mr Pezident!
I enjoy Multiply for the reasons above. I have met people here who I consider to be very cool. There is a focus on content and sharing of personal media and expression to as many or as few folks as you want. Keep up the good work and keep on innovating.
Maybe when I go to work with a friend I know in the Philippines, or maybe when my friend in Australia bags my groceries, or perhaps when my German friend cuts me off on the highway. Oh, wait, that's physically impossible...
(In answer to your question, I'll still be sane.)
I now live with a guy I met online who lived 1000ks away from me .... hows that for blurring
i agree the only other site that offers the same with a different twist is stumbleupon. I like there set up for groups better....easier to keep tract of post.
but you have a good thing going here, and it really growing on me :}
This recognition that friends-of-friends are important to you for the exchange of personal media is how we keep our representation of your real-world social circles more accurate.
Love how the message board keeps up with not only the posts I've shown interest in, but also the people I communicate with the most, no matter their position or placement in my network.
I came from 360 also, thinking this looked like a nice place to "vacation" while waiting on Yahoo to "upgrade". Well as it stand today...I am eternally loyal to Multiply!!! I have moved here permenantly, and will never return to Yahoo!! I am so comfortable in my "new home"....and so much enjoy all the features that you have...and keep on adding!! The fact that you are adding features that we are asking for shows me that you are listening!!! And that means more to me than anything!!! Now if we just had a separate chat service....(as yahoo messenger) I'd completely cut myself from yahoo and never look back!!!! LOL!!!!!
I came to Multiply from 360 too. I'm glad they messed up so I could find this place. I love it here and have gotten most of my contacts over here too. They call me the Queen, LOL. I learn more and more every day about Multiply and love it even more. Except tonight it keeps requiring me to keep logging in for some reason, but I at least know ya'll are working on it. I know there is someone who cares. Speaking of caring, I love Nik in Customer Service! He's helped me a LOT and even played game day with us!
The privacy options are the best ever. I'm so loving the blocking feature so that once a stalker is pegged, they can no longer see anything I post or comment on anything I post. That in itself is enough to make me want to stay here.
Concerning the blurred lines.......I know most of the people on my list in person....but I knew them first Online. They are now a part of my extended family.
I love multiply! I love the privacy Multiply offers. My brother got me and my sisters into multiply and it's how we communicate because we live so far away from each other. I left MySpace and set up a Multiply account for the dance company I'm with and everybody loves it. The coolest part of it is, we use it as a way for to learn our new dance choreography. We film our dance choreography, post it online for our dance members to view, learn and practice the choreography in their free time whenever they missed rehearsals or forget the routine. Thanks for the amazing system!
Ah, but the line between online and offline relationships is constantly blurring.
When that line disappears, where will you be?
The type of relationship is dictated by YOU, not by Multiply. I have many friends who started off as simply online buddies which later developed into a deeper friendship. At such time, if I am so inclined, I just change the relationship status. How difficult is that to do?
It does not affect the way Multiply works. Your privacy settings are set by you, not by Multiply.
I still wish that there was a link to a PM section where we could go and access all of our PMs ONLY rather than have them mixed in with all of the other content that comes to the inbox. I have found many a time that I need to find an old PM, only to have to scroll through pages and pages of past stuff that's been pushed off the page by newer stuff. Sometimes I can't even find the PMs!
If there exists a place where we can go to access only PMs, I have yet to find it. I know I can set my filters, but then I need to reset my filters when I want to go back to inbox viewing content. A nice little icon allowing us to click and go to "PM CENTRAL" would be wonderful.
If there were a new add to this system, that is what I would like.
the only other site that offers the same with a different twist is stumbleupon.
How so? You and I have both been on SU for a few years. The controls and features here on MP totally blow StumbleUpon out of the water. SU is great for random reviews that often become dated rather quickly, and we have very little control over our content exposure. Multiply gives us soooo much more! I can't say enough positive things about Multiply.
I found MP by accident. I was reading a blog (in blogspot) and I found a link to the author's other website. I followed the link and suddenly found myself in a new environment, at first I can't believe that it is a blog, or a free service, but after registering and doing some test posts, I fall in love with it. I love Multiply mostly because its privacy control. I hope to see a secured version of multiply in future (I mean https://multiply.com) Thanks you again, for your great job.
i have a rather important question.. i love the fact u allow us to show and display art. but i want to display my friends art.. it is rather graphic. but it IS ART.. its not something i would a child to see with out a parent being present .. how can i go about displayin it with out gettin in trouble by u guys? ive been putting warnings up for any nudity that maybie present... but i dont want to break any rules by expressing the world of art.. plz respond back soon plz.. so i dont violate anything... ty ty i love this place! its awesome!
MP is by far THE BEST social networking site there is. But like many people here have mentioned, it is rather more complicated for some (i.e., most) compared to others (i.e., Friendster). That's probably the reason why I have 350+ FS contacts (ones I really know) while I only have 50+ MP contacts. (Don't get me wrong, I'm not trying to build the largest network because trust me, that is not my intention here.) I don't know, they just love the simplicity of that site. I don't really get these people. I've tried, like, a million times to promote MP but IDK why they won't try it here. It's too bad they can't see the wonders MP has to offer..
Having tried many social networking platforms, including the ones you mention, I reached the same conclusion with you!!! For a 37-year-old woman, well-educated and a quality seeker, Multiply is the best! I've already deleted MySpace and Facebook (far too many toys, ending up to be meaningless and baffling - even annoying sometimes!) accounts, while I'm on the verge of doing the same with my 360 one (360 has become a barren, mono-dimensioned place full of bugs!!!). I have to admit that I had difficulties customizing my site at first, but the relevant groups and some instructions from my friends gave me the 100% of my site's control - which I found out it's not difficult AT ALL!!! I just want to thank you for trying to help us maintain some social networking quality here!!! :)
I would never think of doing this with any other social networking site because we value privacy.
Oh, I do too. The flexibility to post privately to a selective few, without it having to be the same selective few each time, is the thing I love most about Mutiply. I could never go back to Xanga or Yahoo or MySpace now.
I would never push this idea on anyone, but just like everything else on Multiply, it would be nice to have the option (here I add that NOT allowing it should be the default option so that someone who didn't want it would be less likely to accidentally open a post to comments from the outside).
You are lucky to have family who is at least willing to try. I had to practically pull their teeth to get them to open 360 accounts, and they were only willing to do that because they didn't have to have another sign-on. It was the only reason I went there in the first place. If they were allowed to comment on a public post (by my own choosing) without having to have an account, over time it might warm them up to what a wonderful site Multiply is, especially since they would be made aware of the fact that they would be missing any real posts if they didn't. I've let them know that I'd prefer this to email since I would know who really wants to know what's going on, but I come from a stiff-necked people.
For whoever mentioned it: isn't it obvious why we can't download music anymore? They've only been talking about it for months now....
Peter, thanks for this site. A lot of us have said that before but Multiply is truly one of a kind and I'm so glad that I found my way here. Keep up the great work and thank you also for addressing all of us personally.
Multiply is good, but I hope it learns how to take only steps forward and not two steps forward and one step back. The PM Filter below is an example of that.
still wish that there was a link to a PM section where we could go and access all of our PMs ONLY rather than have them mixed in with all of the other content that comes to the inbox.
You can do that with custom filters. Just go to the Inbox, click on the "Custom" link and see the "filter by type" option.
I certainly agree. I like that Multiply is an all-purpose personal space to share my pictures, home videos, and links to music. I am a photographer and use my own URL for showcasing my portfolio, but for friends and family, Multiply is the best option. Most of my friends have moved all their pictures to Facebook, but I would rather keep my party pictures open to a select few. Keep up the good work!
from all of those sites and many more that you didn't mention < --- this is where I want to belong, < --- this is what I want < --- this is where I found HOME
I have tried Facebook and felt I'd been dropped into a children's party, plus the unbelievable lack of privacy meant I vacated the premises very quickly! Have also dipped into MySpace and Orkut, and this is very definitely the best place I've found - being able to define different access settings for each post is wonderful.
Yes, let's leave FB to those who like living in a goldfish bowl and showing off their endless and meaningless lists of "friends", and enjoy Multiply for what it is.
dang it! i feel like i just had all the air punched out of my tires. i've been taking snapshots of this exact sort of idiotic crap on facebook in order to write a
multiply is my first sociality web i EVER had! the reason i'd like to stick just becouse of the privacy-controls..gee i couldnt imagine if my boss and strangers are entering my home and seeing my personal stuffs..without my permittion!
Do you have friends and family that you care about and would like to have a better way to stay in touch with, and share those precious photos and videos, and discuss current events?
Multiply is it.
So well said!!! So smart! So colorful! That's all I need and love! Thank you so much! ~ a fan since more then 2 years now ~
You are preaching to the choir here! I came over from Yahoo 360 when it became clear they weren't going to fix their bugs and I haven't looked back since. I really love how easy everything is to use. Multiply is a great way to keep up with friends and family, thanks for everything!
"And if we could just have a way for non-user comments, then my family members, who don't want to open an account, can comment - at least on public posts. It would be a nice way to open a door for them and hopefully soften them up a bit to maybe eventually open one of their own. Even without this option though, I've fallen in love with Multiply, just for the flexibility you mentioned."
Having searched for a site to replace the disaster at Yahoo 360, I've been to all of the 'networking' sites. I've joined and dumped each account...including Facebook and MySpace (that lasted about 10 minutes) until I found Multiply. I personally brought over tons of people from 360 who (except for a few die-hards who refuse to leave and remain putting up with a site that isn't supported and just doesn't work anymore) all LOVE it here. I have all the friends I had at 360, plus a lot more. I think Multiply ROCKS. ♥
I, like many others am an ex360, although I'd decided that I wanted to leave because of all the problems that was going on with it and the lack of customer care by Yahoo I hadn't planned on moving to another social network site. I'd tried MySpace, just to keep in touch with a certain friend, but didn't like it - didn't like the blogging part of it and didn't like, as you said that the privacy was either all or nothing! I'd also tried FaceBook - again to keep in touch with another friend and loathed that with a passion, as I did with YMash!. Then I discovered Multiply! I loved it straight away and the privacy options (like the customer care) are brilliant.
As someone previously mentioned, I would love to have the option for our online status to be personalised on the miniprofile popup - i.e. either showing or not showing.
I do appreciate the privacy controls BUT I was not happy to see that blogs set for "Everyone" -which I assumed was everyone on Multiply- actually meant anyone in the world. My Y360 blogs never came up on a Google query, like they do here. And I don't like that.
I do appreciate the privacy controls BUT I was not happy to see that blogs set for "Everyone" -which I assumed was everyone on Multiply- actually meant anyone in the world. My Y360 blogs never came up on a Google query, like they do here. And I don't like that.
Incorrect. The first time I EVER came up on Google and was found was because of a single Y360 blog in August of 2006.
I have an additional point to add. I don't know Facebook and I don't feel like I need to. I do not know if they have such thing but I really doubt it. One of the things that caught me on Multiply, along with all the features shown up there, is what we are doing right now: Discussing Multiply. That is something no other on-line service I ever tried has. With other services you may have a “Contact Us” link and by clicking there you get an one-way talking line were you say what you think and you will probably never know that they think about it, probably because their CEO is really far away from the discussion. I really think this proximity we have with Multiply staff is something that makes Multiply the best place ever to share your life since if for some reason you feel uncomfortable about it you have somebody at the other end listening to you.
As a former 360 resident I came here to bide my time till Yahoo would get things together again. As a matter of fact - they can get things the way they want to, I'm staying here!
I have to agree with all that is already said, Mr. Prez - adding to that the fact that you actually exist and "talk" ... that's more that great! That and all these blogs here about almost everything ... Thanks!!
I just love Multiply! i am a former yahoo 360-er, and i agree with the comment that if ya'll would start your own IM and Chat service...i would never go back to Yahoo! You guys are the Bee's Knees!!!!!
How so? You and I have both been on SU for a few years. The controls and features here on MP totally blow StumbleUpon out of the water. SU is great for random reviews that often become dated rather quickly, and we have very little control over our content exposure. Multiply gives us soooo much more! I can't say enough positive things about Multiply.
I stated that the groups/forums at SU were better to use in the SU format. happy here at the big M......and 90% of my post are here
Absolutely LOVE Multiply, and applaud the continued evolution of the product. One suggestion, however would be to allow for a certain number of user-defined relationships. For example, as a Buddhist lama, I have students who are students in real life, online students and people from other Buddhist paths, I have befriended online. Right now, the last two get grouped into "online buddies" but that doesn't really work... If I wanted to have general online pals and then my spirituality-related online pals, that would give me greater control -- particularly with your binary model. Keep up the GREAT work!
If it's illegal, then why does Multiply still have music, but in a different style???? Can you ANSWER that QUESTION?
Yes, because it's no hair off Multiply's back since they are no longer providing means for users to openly pirate music. Sharing copyrighted material is still illegal but Multiply can't ensure that everything a user uploads is non-copyrighted. Please don't talk to me in a condescending tone.
I think a lot of the 'alternatives to multiply' provide a format to people that like to use a lot of abbreviations and quick fixes to communicating to one another. Multiply provides a format for 'writers and thinkers.' Needless to say, that is the type of communication that I am interested in, one in which thought can blossom and interesting discussions can be produced.
I'm very happy with my experience at Multiply. I would like to make a suggestion though. How about an option to hide last login and online status? That would add to privacy. Thank you all for your efforts and good work, Tiina
Just wish I discovered it before. yahoo 360 was the pits compared to this.
Amen to that. I put up with 360 for so long because I didn't realise there were better places to be. Would never go back. I just love having a site where things actually work (the first time even) and the rare times something goes wrong there is support to get it fixed and even more important tha t you Multiply people actually communicate with the users. You people rock!
Hi, nice meeting your Mr. Pezident, I'm just new here in Multiply (well about 9 months I think) I got a lot of invitation from different social networking, but, I stayed here in Multiply, and I consider it "First Class"! I never been a designer before but I learned how to design & customize my page here. Now, I share my works to all Multiply users.
Ahhh ... Beautiful Multiply. You can do this with advanced posting. First you have to enable Advanced Posting by going to your settings link (next to log-out) and selecting Posting Options.
Then in your Blog posting page, you can create Saved Lists by clicking Manage Lists. You can create as many Lists as you want, including whomever you want, and naming them whatever you want. If you want to post to just students you know in person, you can select that List only and have a separate list for students you met online. If you want to include all your students in a post, you can select both Lists.
Try doing that with other sites. Nope. If you're allowed a preferred list it's just one list. Either that or your blog entries have to be set to all or nothing.
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On Multiply, everything you add to the site — and I do mean everything — has individual fine-grained privacy controls. On Monday I can take a photo of the Empire State Building and post it to my Multiply profile for the whole world to see. On Tuesday I can write a blog entry about politics and make it available to my extended circle of friends, and friends-of-friends (through trusted, bi-directionally confirmed relationships). On Wednesday I can take a video of my kids in the bathtub and make it available for only my Mom, my sister and my wife.
Contrast this to Multiply, where you have an Inbox that combines all of the media sharing and communication that happens within your personal network in one place. When your sister's roommate posts a new photo album, it shows up in your Inbox (if she has granted access that far). When you get a personal message, it shows up in your Inbox. When someone replies to one of your videos it's also in your Inbox. Importantly, you can filter this message-board like application to show you only those items you are interested in, and you can go back in time as far back as you want... want to see all the videos that have been posted by contacts of yours? No problem. Want to see all the replies to posts you made that you haven't read yet? Click click done. Want to see everything that's being discussed in your extended network of friends-of-friends, including notification where the ongoing real-time discussions are? That's where Multiply adds 
Ah, but the line between online and offline relationships is constantly blurring.
