The tastes of hyperconsuming outliers are by definition not the tastes of the population at large. Some business models, however, cause them to be quite influential.
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This changed with pageview based online advertising, because a hyperconsuming outlier generates many more ad impressions. The thing that really kicked this issue into the public spotlight, though, was recommendation engines which in optimizing for engagement made outliers.
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You might think that I’m using “hyperconsuming outlier” as a euphemism. I’m not. Some of the psychographs are morally odious or low-status (two things society often confuses, unfortunately). Some are neither; librarians, for example, index off the charts.
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I think the dislocation people feel about this is that, in a model where culture is sold, if you’re watching it, it is for you. In a model which optimized for the outlier, you’re relevant only to the extent you can be transformed into an outlier. What you’re watch is for them.
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An example that isn’t YouTube/Twitter or ad supported is the anime market, which has a *gigantic* worldwide following and also a small subculture of hyperconsuming outliers who dominate the economics of anime-related goods purchases. Their tastes often dictate the product.
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End of conversation
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