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Why is this significant? BECAUSE THIS IS AN EXAMPLE OF THE INNOVATION THAT COMPETITION SPURS. When there's real competition, you actually get people competing TO MAKE SOMETHING USEFUL. Contrast that with Netflix, Hulu, Microsoft, Apple, Facebook, Twitter, and so on.
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They have monopoly lock-in, so their "innovation" is tiny changes benefit them more than you (surprise! All your data now belong to us to train our AI!). FREE MARKETS WORK, **WHEN** THERE IS COMPETITION. Just sayin' (h/t @pluralistic.net.web.brid.gy Cory Doctorow)