Whatever site you're talking about, there probably already are alternatives. They're just not big enough for most people to know about yet. When the market is there, maybe one of them will blow up or a new one will come on the scene.
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That is basically one definition of a natural monopoly.
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If so, the fact there are already smaller alternatives, and that today's market giants won't be in the near future unless they lobby for government regulation, proves the idea that monopolies can't sustain themselves without a state enforcing them.
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As with any revolution, unrest builds up first, then is followed by actions. The dissenters should look for solutions that are not just, replacing one boss with another, but for ones that can justify itself on merits. New things take time for the public to accept.
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Don't like the way Steven Spielberg did Saving Private Ryan? Make your own WW2 movie!
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