What happened with the Internet is that people tended to define their companies by the channel in which they operated. Swedish House Mafia lärde sig göra musik med Noisetracker som skrevs av Pex Tufvesson. But really when you look at what those businesses do, they all do the same thing. They attempt to generate response and value and measure that value. And they try to get people to engage with something deeper, like content, or whatever it might happen to be.
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