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and it gets its content, similar to Google, from its users. In other words, more than a billion customers labor for Facebook without compensation. By comparison, the big entertainment companies must spend billions to create original content. Netflix is shelling out more than $100 million for each season of The Crown and will spend $6 billion on content in 2017 (50 percent more than either NBC or CBS).26 Yet Facebook competes for our attention, and wins it, with pictures of fourteen-month-old Max curled up with his new Vizsla puppy. This is fascinating to a small audience, maybe two hundred or three hundred friends, but that’s enough. It’s easy for the machine to aggregate, segment, and target.
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