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Ben Thompson described this phenomenon in his signature aggregation theory. Pre-internet, you captured profits by controlling supply. Now, post-internet, you capture profits by aggregating demand.

Noah Beck, a TikTok creator with 30 million followers, recently said: “If you look at the most successful people on TikTok, they do relatable things. They’ll never be perfect. They’ll never show a perfect existence.”

Stadiums are cool to browse and standardization is convenient, but the formula has its limits when it comes to addressing the long tail of non-stadium communities.

What Innis feared—as his biographer Alexander John Watson puts it—is that “our culture was becoming so saturated with new instantaneous media that there was no longer a hinterland to which refugee intellectuals could retreat to develop a new paradigm that would allow us to tackle the new problems we are facing.”

You can’t always control the things that happen to you, but you can control your reaction