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In the end of the article, the author plugged their competing platform so this isn’t a neutral opinion. I still agree with it. A federation of online retailers would be an interesting idea. Given that it involves exchanging money for products, it would be a lot more completed than kbin, lemmy, or Mastodon.
I would imagine people with huge followings and money to burn. Once the paywall is up, those huge followings are going to shrink fast.