Two unfortunate things about the startup community: 1) There is no business too small for commentators to say "That is beneath my notice and therefore I will not disparage it and confidently predict failure." 2) There is no business too large for commentators to stop doing #1.
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malicious? No. Externalising the costs of something? Absolutely. Disruptive? Often that's the point, and people don't like being disrupted. (mainly the problem is with "unicorn" businesses that have to take over the world; Joe Blogger doing a SaaS isn't doing any harm)
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+ the vast majority of businesses' customers are opt in
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