The conventional way of thinking about digital technology revolutions is akin to thinking about how to build a house. First we build the foundation, then we add the frame and finally the cosmetic furnishing. In tech, this is known as the “stack” - and traditionally, each chapter in the narrative involves different companies and technologies. So in the case of the Internet boom, for example, first there were tech plumbing companies like Cisco, then middleware companies, and finally consumer companies like Amazon that interface with customers.