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Excerpt from Entrepreneur -- "In 1997, in the dawn of e-commerce, a New York University professor named Yannis Bakos wrote a well-regarded paper that predicted the internet would change pricing forever. Imagine the old days: You went to a store and had no idea what other stores charged for the same products -- which meant the store you were in could jack up the price. But once everyone could comparison shop online, Bakos reasoned, every site would likely have to offer the same price. And yet, it turns out, many shoppers don’t do the research. If they like eBay, they buy on eBay. Simple as that."

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