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The Business Model Is a Big Difference
Wikipedia is not a for profit corporation. It doesn't have an agenda other than tending to the information commons. The ad model made sense of how do we make it free and also be a business get everybody on but not really thinking about what it would mean to people if you weren't paying for the product. If they have a fiduciary responsibility to their shareholder, max, max profit, their customer is the advertiser. That's a whole different thing than that same type of tech could have been if applied with a different business model or a different purpose.