A landmark document called the Tallinn Manual on Cyber Warfare sets rules for international cyberwarfare based on existing laws of conventional war. It emphasizes the importance of proportionality to avoid unnecessary loss of life, drawing parallels with economic concepts like efficiency. The focus on proportionality has become prominent in modern warfare discussions, shifting from seeking peace to prioritizing proportional actions. There is a concern that concentrating on proportionality as "second best" may not be ideal, and war has become commodified, lacking historical and contextual depth. The message advocates for addressing each war uniquely to find a way forward towards peace.

The message critiques the concept of "soft power" as vague and lacking in substance. It contrasts "hard power" as external influence with "soft power" based on shared values, illustrating the difficulty of transitioning between the two. A storytelling example and a case study demonstrate the challenges of combining external inducements with internal conviction. The critique suggests that "soft" power cannot be monetized, only shared like in a family, and questions its effectiveness in shaping global politics.

Grooming in monkeys is compared to human gossip, suggesting language evolved to control free-riders. Twitter mirrors gossip's role in social control. While gossip lacks the calming effects of grooming, smiling and laughter stimulate endogenous opiates promoting happiness. Twitter's bonding occurs through the sharing and retransmitting of content, not the content itself. It may expose misbehavior effectively but lacks positive bonding. The message encourages laughter, highlighting the evolutionary ties between human behavior and the virtual world.