In another light, Google and Facebook have a duopoly over customer relationships. Imagine for a moment you are a bodega owner. You know the names and faces of frequent customers, their usual order, and have personal rapport. Now imagine you are a digital publisher. Readers come to your site from Google and Facebook, and often read your content directly on these platforms. You know very little about your readers and pay Facebook and Google to target ads to your readers; you leave it up to G/F to decide who / how to target.