"What information wants" 2x2 (refining "information wants to be free"). QII is hard to label with one word.
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x axis should be "originator wants it to spread". information doesn't want anything.
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Neat - Meme/Cryptic are self-fulfilling prophecies. Advertising is valued by overcoming "hard to spread". Gossip? - Value by blocking?
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ascribing desire to the data may be confusing the issue. Data wants to be free like water wants to be free. When does water not?



