A fundamental for anyone who's interested/involved in the "digital world". actually scratch that, this is a must read for all of us. galloway pulls off a coup in leading us, at pace, through the genesis, evolution and make-up the big four. a fascinating and somewhat sobering read. a shortish, readable book that clearly explains where we are, where we're (probably) going and the case for anti-trust measures for the four. his style won't be to everyone's taste but scott galloway rips through the subject with energy, passion and a bit of "adult" language. feels as timely and relevant to us now in 2021 as previous digital commentaries such as "the long tail" and "the search" were in the mid-noughties.