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Midas compared the impact of Airpods to what front-facing camera did for selfie culture.

However, in aggregate, merchants who opt-in will do better than those who don’t opt-in on their ad spending. In addition, if other merchants opt-in and you don’t opt-in you’re the only one not getting the benefit of the increased marketing efficiency. In this way, opting in will be the optimal decision, especially for small merchants.

“If you look at our original business model with the verticalized law firm, a lot of these companies that have this kind of full stack model are not going to survive,” Kan explained. “A lot of these companies, Atrium included, did not figure out how to make a dent in operational efficiency.”

One Wikipedian, with the handle of Durova, is pessimistic about the ability of Wikipedia to remain personable. She came up with a formulation that seems to track Wikipedia's evolution: