For some techs, a network effect is required. Encrypted chats require multiple participants. The internet is only useful if people host servers. These things follow a circular logic of being popular because they're popular and have people on them already, so it's valuable to use them for you, too.

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Thanks. I hadn't considered network effects directly. The inertia NE create for incumbents can be considerable. This did get me thinking about the importance of compounding. I'd imagine its rarely one thing alone that overcomes switching costs e.g. building awareness, but I could be wrong.