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When the playing field is leveled such that the only content is what people are able to produce themselves, the major advantages that celebrities have disappear: access to professional production resources and distribution through traditional gatekeepers. The remaining differentiators are entertainment value and fun.

Data Bridge, a research firm, predicts that by 2026 the booming global fertility industry could reach $41bn in sales, from approximately $25bn this year. No wonder investors are writing checks.

2. Since Layer doesn't need to rebuild advanced/complex spreadsheet features (long/deep product roadmap) they can focus on the collaboration features.