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People don't understand how "free" actually works. It's just there, like magic. It's, you know, FREE. How it got there, who put it there, how it stays there, etc - no one gives a fuck or even thinks about these issues. Business people do but not the average person. In fact, most people think Facebook IS "the Internet".
But when "free" suddenly disappears (or shrinks, or gets put behind a paywall, where it should be) THEN people will "get it". But by then there will be one helluva backlash from the Millenials.
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