The Internet is not really that new. It is, in some senses, a back-to-the-future technology that replicates electronically the haggling once conducted face-to-face in a physical marketplace.

Given the limitations of face-to-face interactions, the bargaining found in physical marketplaces was gradually co-opted by the modern corporation, a principal motive force of which is to collect and make proprietary those informational flows that promote an advantage in the haggling process.

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