There's something deeply odd about the opening scenes of Netflix's The Social Dilemma.
In the first few minutes, we're introduced to some of the people who were instrumental in the creation of Facebook, Instagram, Twitter, Google and more.
You would expect them to be smug - almost boastful - given they're the creative minds behind the biggest, most successful companies in the world.
Instead, they're apprehensive. Almost remorseful.
WATCH: The trailer for Netflix's eye-opening documentary The Social Dilemma. Post continues below.
Tristan Harris, Google's former Design Ethicist, awkwardly adjusts his body in his chair. He takes a deep breath and rubs his sweaty palms on his jeans. He licks his dry lips and stares down the barrel of the camera.
Tim Kendall, the former Director of Monetisation at Facebook, gulps down his coffee as his mind races. He shakes his head almost in disbelief.
Another guy from Google laughs awkwardly as he talks about having to consult his lawyers. A t-shirt clad former Silicon Valley boss jiggles his legs nervously, as he's asked a series of questions, like it's an interrogation and he is the suspect.