The Death of The Middle: How the Internet Reshapes Industries and Consumer Preferences


Hatched by Glasp

Aug 18, 2023

4 min read


The Death of The Middle: How the Internet Reshapes Industries and Consumer Preferences


In today's digital age, the internet has revolutionized the way industries operate and consumers make choices. This article explores the concept of "the death of the middle," where people are increasingly drawn towards either mass market offerings or highly niche options. We will delve into why the internet shapes industries to fit a barbell distribution curve, the implications for businesses, and how consumers' preferences have evolved in this new landscape.

The Barbell Distribution Curve:

One fascinating aspect of the internet's impact on industries is its tendency to create a barbell distribution curve. Instead of a traditional bell curve where the majority of consumers opt for moderate options, the internet has shifted preferences towards extremes. People now gravitate towards either exactly what they want or whatever is most frictionless. This phenomenon is evident in the rise of highly niche bloggers and the prominence of platforms like Substack. The era of the middle ground is fading, and businesses must adapt to this new reality.

The Allure of Specificity and Convenience:

In a world of abundance facilitated by the internet, consumers are becoming increasingly interested in highly specific products or services that cater to their unique preferences. The removal of friction in the online landscape, such as easy access to information and streamlined purchasing processes, has given rise to a desire for convenience and consistency. As a result, businesses that can offer a very specific product or a generally good option that is most convenient and consistent thrive, while those in the middle face fierce competition or even obscurity.

Winner-Take-All Effects:

Removing friction from the equation doesn't always level the playing field as expected. Instead, it leads to a winner-take-all scenario or, at the very least, a winner-take-most outcome. The concept of "if then else" becomes prominent in the face of abundance. When presented with numerous options, consumers default to hyper-targeted "if" options or default "else" options. This is why a street with multiple coffee shops will still see Starbucks crowded, regardless of the number of alternatives available. The winners are those who can capture the majority of the market share by offering either the most specific or the most convenient and consistent option.

The Power Law and Extremistan:

The power law plays a significant role in shaping this barbell distribution curve. In Extremistan, the magnitude of outliers is much larger than in Mediocristan. With the inclusion of technology and startups, we move to a world of abundance where the middle ground no longer satisfies consumer demands. Just like in a rainforest where highly differentiated plants on the forest floor and giant canopy trees thrive, it is challenging to exist in the middle. Startups that position themselves in the middle risk losing pricing power against industry giants and struggle to outpace numerous competitors.

Actionable Advice:

  • 1. Embrace Differentiation: To thrive in the internet-dominated landscape, businesses must strive to be as differentiated as possible. By understanding and catering to the unique preferences and needs of their target audience, they can provide exactly what consumers want, setting themselves apart from competitors.
  • 2. Power Law Everything: Rather than attempting to pick the winners, businesses should position themselves to be chosen by the winners. By aligning with the power law, they can attract the attention and loyalty of the most influential consumers, thereby increasing their chances of success in an increasingly polarized market.
  • 3. Prioritize Customer Satisfaction: In a world where consumers have numerous options at their fingertips, businesses must prioritize customer satisfaction. By consistently delivering convenient and exceptional experiences, they can build strong relationships with their customers, ensuring loyalty and word-of-mouth recommendations that can drive growth.


The internet has undeniably reshaped industries and consumer preferences, leading to "the death of the middle." People now seek out either highly specific offerings or the most convenient and consistent options. Businesses must adapt to this new reality by embracing differentiation, aligning with the power law, and prioritizing customer satisfaction. By doing so, they can position themselves for success in a world where the middle ground no longer holds the same allure it once did.

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