Picture the scene: you’ve made it to the end of the horror movie. Someone’s been killing off every element of traditional publishing one by one, like a bottom of the barrel knock-off of Se7en, but you’ve managed to stay alive and now you’re the last girl standing (not to be sexist or anything guys, but c’mon – you ever seen one of these movies? If you’re still alive at this point, you’re definitely a girl, and you’re probably not getting any).
It’s time to unmask the killer. Every clue points to Amazon: the forward thinking business plan, the wide, eclectic user base, the global reach, the ubiquity in our daily lives. The killer’s distracted or asleep or checking Facebook or something. You reach for his hood, snatch it from his head and – no! It can’t be! Then all those clues were red herrings! Oh my God, all this time it was actually Twitter! Wait, what? No, it wasn’t. That’s just stupid. It definitely wasn’t Twitter. That doesn’t make sense even in the context of this weird hypothetical slasher flick where websites are people.