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> Why does any one thing have to be a "standard"? That's part of the problem.

Economies of scale and network effects.

Nothing has to be the standard. But if 80% of people are familiar with X, choosing Y incurs friction.



What has to be "standard"? The application itself or its UX? I'm pretty sure it's the latter, so all it takes is a familiar UI and low-friction approach. You don't have to be a world famous brand for people to be able to use it.




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