that to get closer to the right answer, scholars should "invert, always invert."
You have a strong point there. Most top 100 websites I see are just frontends to databases.
I kid you not.
Their competitive advantage is proprietary data holding and network effects to get more data.
Google - search + database frontend.
Facebook - database frontend.
YouTube - database frontend.
Yahoo! - search + database frontend.
Baidu.com - search + database frontend.
Wikipedia - database frontend.
live.com - database frontend.
Twitter.com - database frontend.
QQ.COM - database frontend.
Amazon.com - database frontend.
Most of the stuff is just a front end to a database.Their positive marginal benefit derives from holding that data, using it as leverage to get more data, and then serving it back to their users in a tight loop.