Very interesting and thought provoking articles, thank you. I am wondering to what degree this concept of modularized differentiation vs. utility and the if-else decision model that drives it is new and unique to tech world and GAFA vs. the good old specialty product vs. mass market trade off which has been characteristic of capitalism at least since early 20th century? I.e., how is “I want to buy stuff -> if something I am passionate and expert about, this particular specialty artisan, otherwise Amazon” or “I want information -> if something I am passionate and expert about, this particular blog, otherwise Google” qualitatively different from “I want a drink -> if am passionate and expert about drinks, this particular kombucha smoothie, otherwise a Coke” or “I want furniture -> if I am passionate and expert about furniture, this particular antiquer, otherwise IKEA”?