In One Word: Disintermediation
The Gradual Removal Of Layers Of Content Brokering And
Intermediation - Mainly In Manufacturing Marketing - Is The
Continuation Of A Long Term Trend. Consider Music For
Instance. Streaming Audio On The Internet ("Soft Radio"), Or
Downloadable Mp3 Files May Render The Cd Obsolete - But They
Were Preceded By Radio Music Broadcasts. But The Novelty Is
That The Internet Provides A Venue For The Marketing Of Niche
Products And Reduces The Barriers To Entry Previously Imposed
By The Need To Invest In Costly "Branding" Campaigns And
Manufacturing And Distribution Activities.
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