Disruption 'solves' what Coase called the 'marginal cost controversy' by killing incumbent firms via avg cost >disruptor cost >marginal cost
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The digital economy rests on ads primarily because faster disruption drives economy closer to marginal costs plus ad costs (=Coase tx cost)
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Why does Amazon, unlike traditional monopoly, drive down prices? It's self-disruptor recursively doing avg cost > disruptor cost > marginal.
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