While news has perhaps the most immediate potential to co-operatize against the giants, co-ops in other culture industries are also managing to carve out niches in the gaps left by Big Business in ways that hint at a different kind of future. Scholar-activist Trebor Scholz argues that platform cooperativism’s importance comes less from destroying “the dark overlords” and more from “writing over them in people’s minds, incorporating different ownership models, and then inserting them back into the mainstream.”20 Liz Pelly has a similar view. In the context of music, she calls alternative distribution means “protest platforms,” arguing that “the means through which music is created and distributed carries as much political weight as the content of the songs—by subverting the status quo, making their own platforms, and creating alternative worlds.”21