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We've gone too far with one-to-one marketing : seeing customers as isolated individuals.

Using small amounts of money requires a small sacrifice. These exchanges of value small acts of creation, recording users’ subjective judgement in the objective world. Sacrificing value, rather than using likes or upvotes, creates a more honest signal reflecting the upvalued content’s worth.

We need a ranking algorithm that cannot be easily gamed. This paper describes MarketRank, a ranking algorithm that is immune to SEO and simple to compute. We discuss the advantages and limitations of MarketRank, and show how it compares to Google’s rankings.