I don't think that people are paying enough attention to how little a slice of the internet all the money is coming from.
The web is obviously a very effective platform for facilitating shopping.
The web is obviously a very effective platform for organization and dissemination of non-commercial knowledge.
But how are the two connected? Only in a very indirect and inefficient way.
Let's not make the assumption that the rest of the web will be as easy / possible to monetize as keyword searches for commercial information - it won't be.
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