See also Aggregation Theory: https://stratechery.com/2015/aggregation-theory/ https://stratechery.com/2015/aggregation-theory/ There is specific discussion of

See also Aggregation Theory: https://stratechery.com/2015/aggregation-theory/ https://stratechery.com/2015/aggregation-theory/ There is specific discussion of Google as an example in that article, but the whole article is worth reading.