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I don't think that Loon has all of its eggs in the balloon basket. They're interested in satellites as well:

https://www.theverge.com/2019/1/31/18200879/alphabet-project...

Assuming SpaceX actually manages to build a sustainable business with Starlink, it will be interesting to see if anyone else is able to overcome the cost of launch services to build up their own. SpaceX seems to have a huge competitive moat here because they can launch on their own rockets at cost. Near as I can tell, the only other company that has even a chance of doing that is Amazon, assuming they can fly on Blue Origin rockets once those are operational.

Should be a fun few years watching this industry try to establish itself.

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