Yeah, so when 'Avatar' came out, the social media world and the idea of fan communities were very new. There were forums and you could obviously go to conventions and talk to people, but it wasn't as clear or easy.

The animators working with these 3D models, they're artists, right? They're great at what they do. They're artful in how they move characters about.

I'm not a moral relativist, I do think at the end of the day there's right and wrong, there's good intentions, and then there's bad paths that you can go on even if you have good intentions and we believe that.

We learned that there was a super intelligent, passionate audience that wanted material that was nuanced and detailed and authentic.