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As tech pundit Jeff Jarvis wrote in 2009, “small is the new big.” He wrote that “a tiny start-up can become a manufacturing company using somebody else’s factory and distribution while selling to a worldwide market. […] Any of us can start a highly specialized and targeted media company using blog software. […] The Lilliputians have triumphed. The economies of scale must now compete with the economies of small.”
Tim Wu
In the spring of 2024, Apple briefly ran an extraordinary advertisement. It depicted various instruments of cultural achievement—books, a record player, an upright piano—all being crushed by a giant press. A trumpet, on its end, was twisted and bent; a piano collapsed, and paint cans exploded. By the end, everything had been magically reduced into a single device—an iPad—which was described as “the thinnest Apple product yet.”
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