Let's say that you have an idea that, in a perfect information market, would have highest impact if it reached a set of 5 people randomly distributed across the world. Everybody else would be better off with 2nd or higher order reception. The 1st order bits would be noise to them
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"The pen is mightier than the sword" they say. Well, "swords" evolved from literal swords through precision firearms to smart missiles. "Reach" with swords evolved from a large mass rushing screaming at the enemy and dying in large numbers to pushing a button to launch a missile
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The pen, by contrast, is still in the "screaming melee rush" stage of evolution in reach. We have just invented the precision firearm. Long way to go to get guided missile level reach smarts. If you were young Murdoch today, you'd be building media missiles, not forging swords.
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As a random aside, technically, fiction has gotten sophisticated far faster than nonfiction, but has hit an earlier fundamental ceiling. Nonfiction tech is lagging but has fewer obvious limits (and here I mean tech at the level of humans handling language, not computers)
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