To further the long-term strategy of developing Facebook as a collection of stand-alone apps, Face- book has created a new unit called Creative Labs, the purpose of which is to build apps, lots of apps. Equally important, Creative Labs will allow small, specialized groups of programmers to pursue new ideas, and to develop new apps without the distraction of maintaining the larger Facebook system, and integrating new apps into the existing Facebook interface. The idea is that apps that perform a single function can have a simpler interface, run faster, and can be more intuitive. Programmers working in Creative Labs say it gives them greater freedom to develop new products without worrying about Facebook's existing customers, and without shoehorning them into the already crowded main Facebook interface.