This Lecture was in the reflection of the Long tail notion: 80% of anything is created by 20% of the creators. In the Lecture we used iTunes as a case study: the rule stating that 80% of songs downloaded from iTunes comes from 20% of the artists that can be found on iTunes. When we put the rule in regards of something solid like a supermarket then the other 80% of products don’t sell as much as the 20% which could be considered a loss, considering that food might go off and shelf space is limited. When we bring this to our online iTunes model shelf space is potentially unlimited, which gets rid of the previous concern and shelf space is therefore relatively cheaper than anything concrete, although not completely free, we are living in a capitalistic world after all. So what are the benefits of this and why is the rule important; even though the rule states that 80% of songs downloaded are from 20% of the artist the other 80% of the artists are still selling and making money for iTunes, the shelf space not costing them much at all they are actually making millions of dollars from this “long tail” of artists thanks to the limitlessness of the internet. . . interesting . . . very interesting