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Forcing a market to commodify by being the first to offer a commodity product is a reasonable goal for a business... I've been toying with this as a source of startup ideas and in the last week or so I've gotten seriously interested in a strategy to commodify virtual worlds. The tech required is pretty big, though, so I'm going to keep it in a pre-commercial, research stage until I have something to show.

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In the case of wine, it's about also about availability. Generic wine from a local producer trumps branded wine that's stacked in a hypermarche 30km away when you want a drink. And you probably know the grower, went to school with his kids, whatever. And said grower has a pretty good life and isn't really interested in becoming the Wine King of Chicago.

So what I'm saying is, what looks like a commodity in one market may not actually be one in another market.

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