[...] data is infinitely renewable. It continuously allows the new monopolists to conduct experiments to master the anticipation of trends, to better understand customers, to build superior algorithms. Before he went to Google, as the company's chief economist, Hal Varian cowrote an essential handbook called Information Rules. Varian predicted that data would exaggerate the workings of the market. "Positive feedback makes the strong get stronger and the weak get weaker, leading to extreme outcomes." One of these extreme outcomes is the proliferation of data-driven monopolies.