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'Disrupt' now means 'force adverts and consumerism instead of create value' in case you didn't know.

The author has a grim view of the future and wants to run toward it... is this normal?

Assuming what the author says actually ends up being Amazon's strategy, I think bringing in a dirt-cheap smartphone option and thereby accelerating the movement of another class of consumers (many of whom are probably still using feature phones) onto the mobile web is pretty disruptive, if only because it accelerates the adoption of the mobile web. The means -- forced adverts/consumerism -- isn't where the value is, the end -- more mobile web users -- is.

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