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I get the worries about the anticompetitive nature of regulation. (Goes back to George Stigler:"regulation is purchased by the industry".) I'd like to see more evidence that small businesses need targeted advertising to survive.

Also, I'm not sure that the opposition between "small businesses" and "giants" works. The giants are mostly platforms for the small businesses to work off. Amazon is a marketplace too. There's no bright line between "integrated giant" and "platform for micro-businesses".