"Then someone joked, 'I guess that the real question is, 'How do you feel when you don't use Facebook?' There was group laughter, followed by, 'Wait a second. That's a really good question!" he added.
Straathof said damaging Facebook's image is not the goal of the challenge.
"Facebook is an incredible platform. We're all fiercely loyal users and we believe that there's a lot to love about the service," he said. "But we also feel that there are obvious emotional benefits to moderation. Our prediction is that the experiment will yield a lot of positive personal experiences and, 99 days from now, we'll know whether that theory has legs."
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