The Internet: A Generative Innovator

     Before the advent of the Internet Era, consumers were generally left at the mercy of Brick and Mortar stores to decide what content would be available to them. This is because before the Internet era, consumers were stuck in the model of the Short Head; only what was guaranteed to sell high enough in order to justify its shelf-space was allowed a spot in the store. As a result, if a person was interested in a product that was not a mainstream product, like perhaps Tommy Wiseau's little known 2003 cult classic, "The Room", they would have to painstakingly seek out a niche-type store that would carry such obscure titles. If there were no stores around the area, they would have to try to have it shipped through a catalog, or just move on to watch an easily attainable mainstream film. Therefore, it was the consumer who lost, and the big mainstream stores that won.

     However, the generativity of the internet was able to change all of this by allowing people who have never met to distribute code and content through its Networks. As a result, a new business model was born and became known as the "Long Tail".

     The Long Tail model is what allowed internet based companies like Netflix, Amazon, and iTunes to come into existence. It is because these new companies do not have to worry about physical space as much as their Brick and Mortar competitors. This allows them to carry such obscure titles without having to worry about whether or not it would sell to justify it taking the place of another title that may have done better. As long as it is guaranteed that the product will move at least 10 units annually, Amazon is willing to promote and sell the product. This also allows consumers to discover new content by generating statistics of past purchases and the products they are currently shopping for and is able to recommend other products that are similar, or better suited to their tastes. The generativity of the internet has led to remarkable innovations that have changed the way consumers shop forever, and definitely for the better.

     Not only does the consumer have a wider array of products and content to choose from that was not available to them in the past as a result of the internet, but it also allows them to become informed consumers. For example, if I were to be shopping for a new computer, or something along those lines on a "store" like Amazon.com and Amazon told me that 98% of other consumers ultimately bought another model of computer, I would have the ability to research that other model immediately and look at both professional and amateur reviews. This would cut out the middle man, or the salesman at the local Best Buy that would tell you anything in order to make a sale. Therefore, I would ultimately make the decision that is best suited for my needs.

     The generative internet specializes in innovation. It has changed the way we consume and connect with products and people, among the countless other things it enables us to do. With the generative internet, the end-user, or consumer, has all of the cards stacked in their favor.