“In a 2004 Wired article identifying the concept, the author Chris Anderson contrasts Amazon with traditional booksellers like Barnes & Noble. While the average brick-and-mortar bookstore carries 130,000 highly popular titles, Amazon’s catalog in 2004 already had millions, making the majority of its sales outside those 130,000 best-selling books. It was able to do that by stocking up on content for niche audiences and pushing that content to those audiences through personalized recommendations. Short-form video apps are doing the exact same thing with their identity-tailored products. The only difference is that the new apps are going so far as to create and build the identities they cater to.[3]”