Somewhere around 1997 I was filling my car with gas, and I spotted a web address on a small orange sticker on the pump. It was an ad of some kind; I don’t remember what for, but I do remember having a realization: The mass adoption of the internet was real. Against all odds, a disturbance in the force had unleashed an entirely new culture outside the established channels, and now commerce was flocking to where the action was. But the main event had hardly started.

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