Some digital companies also lag. Twitter, for example, doesn’t know much about its customers. Millions of them have fake names, and as many as 48 million (15 percent) are bots.16 The result is that while the company can calculate changing moods and appetites in different areas of the planet, it struggles to target individuals. It aces humanity but gets a C in humans. This is the reason Twitter’s relevance, similar to Wikipedia or PBS, will always outpace its market value. Good for the planet, bad for Twitter shareholders.
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