Giants buy up all the startups (see Facebook->WhatsApp) and talent. Also depletes academy & critical research. Only intra-giant competition. https://twitter.com/ceciliakang/status/922259919360884736 …
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In my experience, popular motives seem to be solving hard problems and solving problems that will be important in 5-10 years. Often both.
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Some choose to target even farther out problems. Predicting is challenging though. I think this explains the "lots of crap work" angle well.
End of conversation
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