The psychology of the internet looks nothing like the Super Bowl. The internet is hyper-fragmented. It’s an isolated, personalized, asynchronous, choose-your-own-adventure experience. Brands, which used to be mass-produced, are now micro-targeted. The internet has unlimited shelf space, so monopolizing brick and mortar shelves is no longer a... See more

This implies that in niches where there’s too much information for any one person to absorb, the most economically efficient outcome is for media coverage of that niche to be dominated by exactly one person, who works fairly hard and has more comprehensive knowledge of the topic than anyone else.