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"That changed when digitalization allowed the value creation process to be distributed, and we moved from centralized to grassroots content creation. This is even clearer in the case of platforms, and marketplaces like Amazon and Alibaba. For instance, where in the past the review process and quality insurance would be done centrally by making sure that the supply complied with the company's quality guidelines. By introducing distributed review systems, where the end-users checked against the quality compliance, allowed companies like Alibaba and Amazon to generate network effects, where the more users enriched the platforms with those reviews the more the platform could become valuable. For that matter though, the main platform role will be to fight spam and attempt to trick the system."