The Tragedy of the Commons
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Story about how in order to protect the commons some people will have to give up some rights or care more for the commons. In marketing attention is the commons, and Google largely won distribution because they found ways to make marketing less annoying.
See also:
SEO Book - Cite This Source - This Definition- A conflict between individual interests and the common good.
SEO Glossary.com - Cite This Source - This Definition - copyright, Search engine marketing (SEM), SEM, Wiki, Wikipedia