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Amazon’s ad business is bigger than YouTube and more profitable than AWS. Shein is the biggest fast-fashion retailer in the US, with no stores. US pay TV subscribers have fallen by a third. Where do ad budgets go, where does rent go, and how many brands will there be?

Current solutions also lack interconnectivity. Many files are divorced from context; cast into a drawer, rather than methodically fitted into a broader framework of knowledge. Knowledge trees can create pseudo-relationships between files nested within a given hierarchy, but these are not explicit, and can only describe a vertical ‘parent and child’

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Peering helps assign the right person to the right task more effectively than traditional firms. The reason is self-selection: when people voluntarily self-select for creative, knowledge-intensive tasks, they are more likely than managers to choose tasks for which they are uniquely qualified.

The most exciting breakthroughs of the twenty-first century will not occur because of technology, but because of an expanding concept of what it means to be human.

1. End users become data controllers. This is the most well-known decentralization aspect: we store our data in places of our choice, which improves privacy and control