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Eric Schmidt’s 5-10 year view on news
Turned out that a transaction is often far more than just the search / find bit...there is a whole dance around trust (in the broadest sense - can you deliver / are you honest / will you survive / can I sue you / etc ) that also comes into play.
Wikinomics as a book - imho - is too much on the "rah rah" stuff and a bit light on the "cynic" parts of overall transaction economics eg agency theory, asymmetric market theory etc etc.
You just have to look at Wikipedia, Digg etc to see how these more cynical sides of transaction games are played