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Cory Doctorow just did a whole email on this. In short: contextual ads. Here's the email: https://mail.flarn.com/pipermail/plura-list/2020-August/0001...

Thanks, how'd you find that? I had a hard time finding a web version at all.

All my stuff is mirrored on Twitter, Tumblr, Mastodon, my newsletter and my blog; the easiest way to find old posts in the blog: pluralistic.net