"You don't try to force a behavior change, what you do is you look for behavior change and you create products for it"
- Joichi Ito, The Future of Blogging
In Joi's talk, he was specifically targeting what the record companies have been doing by suing people for file sharing. He alluded to the fact that the record companies are fighting the file-sharing trend instead of embracing it, and this will get them nowhere. In his presentation he played the Super Bowl commercial from 2004 where a girl who was sued for file sharing says "You know what, we are still going to do it". The ad kicked off a music give-away by Pepsi and iTines. Joi said regarding the commercial, "at least someone gets it".