Bill Gate's Microsoft Effect

In Emile Zola’s Au Bonheur des Dames, it becomes apparent that competition between businesses and the idea of spreading businesses existed back then in 19th century France.
It talked about her uncle’s small business and its fear of going bankrupt due to the other megamall type store nearby which sold items they were carrying as well. This type of idea still exists today where small businesses are afraid of larger businesses such as Target or Walmart. Idea’s like this are even parodied in today’s society such as in mainstream shows as “South Park.” This episode, just like Emile Zola’s book explains that she cannot get a job at their relatives store and therefore are forced to work at the bigger megamall place and is looked down upon by their peers.
Keller Easterling’s description of this is compared to a mixture of cocktails and cultural attributes. The thing people long for are spatial products and these products (golf courses, retail chains, etc) are products that index the world by marketing and/or schedule which thus, reduces any sort of political inconvenience of location. Ultimately, what these people (big businesses) look for are someplace like a camp, or a conflict zone, expanding their territory with nonnational sovereignty. They just want to expand and expand and take over other companies or run them out of business. This type of effect is something I would like to call the “Bill Gate’s Microsoft” effect.