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my answer to this is that the tech giants have gotten used to a big industry defining change happening every decade or so (the web, the web (again), then smartphones). so they reckon it's about time for another one, and this is one they can recognise from sci-fi books. @MaxKriegerVG/1455577494141247498
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it's cost benefit analysis, too: if it happens and they're not on board, then they'll turn into a giant company which makes money but isn't cool any more (bad). but if they go for it & it isn't the big thing... well, that's fine, that happens all the time.