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YouTube test threatens to block viewers if they continue using ad blockers | Engadget
(www.engadget.com)
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Big tech was basically a big dumping scheme, built on top of cheap money (i.e. low interest rates). This prevented smaller competitors from challenging oligarchs, but now the interest rates are too high for this to be sustainable, so they are scrambling to make their businesses actually profitable without admitting the entire business model was unethical and, well... just plain stupid in the long term.