This is intrinsic to #PlatformCapitalism. When platforms are new, their imperative is to increase their user-base. To do that, they shift surpluses to their users - think of how Amazon started off by subsidizing products and deliveries.
That lured in businesses, and shifted some of that surplus to sellers - giving fat compensation to Kindle authors and incredible reach to hard goods sellers in Marketplace. More sellers brought in more customers, who brought in more sellers.
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Once sellers couldn't afford to leave Amazon because of customers, and customers couldn't afford to leave Amazon because of sellers, the company shifted the surplus to *itself*. It imposed impossible fees on sellers - Amazon's $31b/year "advertising" business is just payola - and when sellers raised prices to cover those fees, Amazon used #MostFavoredNation contracts to force sellers to raise prices everywhere else.
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