The arguments for why the market tends towards concentration are based on about 50 years worth of nobel prize winning economics research. The reason facebook defeated my space is because it grafted itself on to a clustered set of network relationships that began in college. Facebook adopted a different go to market strategy where they on boarded college after college, then office after office, and high school after high school,. so when you joined, it felt safe and all your friends were there. It wasn't because of a u x design or the blue of the facebook masthead.

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