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I do want to add that whatever we do to regulate or constrain them, via culture or whatever, allows for the possibility that they don't stay the Big Six[Big Nine?].

And I think one of the challenges of any way to deal with these problems is that, if you're not careful, you are going to end up creating a cartel that--it's de facto right now, but that can change.

But, to concede your point about concern: I do think the Silicon Valley ethos of ask for forgiveness rather than permission--because right now there's no one you have to ask permission for, generally.

Obviously something happened on January 1st, 2019 because I get a lot of annoying bars on my websites saying 'Will you accept cookies?' and I stupidly always click 'Yes,' like I'm sure most people do.

The example you give of China pressuring Marriott the way their website was designed in terms of territorial recognition of China's sovereignty over various places that are somewhat up in the air.

But, for how long have we continued to hear--like, how many breaches have we heard about of our trust, right, over the past 12 months?

And we just don't see significant drops in numbers that would suggest the marketplace is punishing companies the way that they might in other circumstances.

And I think the reason is not because Google, Amazon, Apple, IBM, Facebook, and Microsoft make our lives a little bit better, but rather that our lives don't work without these companies.

Now, it's possible--you could argue that maybe Facebook could maybe quietly go away, and for some organizations and companies that run part of their businesses using that platform it would be pretty annoying.

When I bought it, I forgot, that, actually my ear buds that I like are not going to work with the new phone because it doesn't have a jack.

In fact, you could argue for people that don't have earbuds or are just going to use the ones that Apple provides with the phone, they shouldn't have to pay the implicit $7.95.

Like you, I'm increasingly alarmed-- Amy Webb: and-- Russ Roberts: but I think it's hard for the average person listening: 'What's all the fuss about?

It's hard to launch a product that exists already in the marketplace that has a fairly significant twist which is going to cause you to have to educate consumers?

If one of Amazon.com's core functions at the moment is selling us stuff--like popcorn, right--we've noticed that lately you can subscribe to all different types of things.

If I'm somebody who buys microwave popcorn, and I pop that popcorn in my Amazon, Alexa-powered microwave, one of the pieces of data that I'm revealing to Amazon is not just that I am a subscriber to popcorn, but that I, you know--how much popcorn I popped.

And rather than sending me a monthly box of popcorn, which may not be enough, or may be too much, depending on the month, this is a way for Amazon to mine and refine my data in order to optimize that popcorn delivery specifically for me.

So, isn't it plausible that some day in the future, with all of my Amazon devices, Amazon has looked at my FitBit or whatever fitness device I've been wearing--has been monitoring my caloric intake, has seen that I haven't gotten on my, you know, fancy bicycle-- Russ Roberts: Amazon Basics Bicycle-- Amy Webb: That's right.

So, if you are somebody who currently has a house full of Google home-connected devices and you try to introduce an Amazon device, they don't necessarily talk to each other.

Conversely, if you are an Amazon home with a bunch of Alexa devices which I now realize--if you are listening to this in your house, I've probably set off your devices 15 times in the past three minutes-- Russ Roberts: 'Alexa,' 'Alexa,' 'Alexa'-- Amy Webb: I apologize.

I mean, think of how much of a pain in the neck it is to change mobile operating systems: If you've ever tried to go from Android to Apple or vice versa, it's hard.

And if those data sets become heritable, you know, we're talking about a future situation in which your family could be an Apple family, or an Amazon family, or a Google family.

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