"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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maybe in the sense that chairs want to be sat in. but in that case, doesn't gossip also want to spread?
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so gossip is something that wants to spread, but also doesn't want to spread. got it.
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