Marc Parry, The Chronicle of Higher Education, July 18, 2012
"Here's why education is different from search or social media. For one thing, the average student studies for more time than they spend on Google or Facebook. People spend way more time in Knewton than they spend on Google—they spend hours a day as opposed to minutes per day. So that's one big reason why we produce a few orders of magnitude more data per user than Google, just based on usage.
"But then there's the more important reason even than that, which is that education is not like Web pages or social media. It's a different product. And it lends itself infinitely more to data-mining than does any other industry right now. The reason is that nobody has tagged all the world's Web pages for Google down to the sentence level, the way that we ask publishers to tag every sentence, every answer choice of every question. They say, Here's what this sentence is about, or this video clip. They're basically telling us every single thing about every single piece of their content. That's how we can slice and dice it so finely."