Cognitive Scaffold

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MENTAL MODEL · M2280

Aggregation Theory

Aggregation Theory
CreateHigh supportWriting
Included
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Version 1.0.0 · Updated 2026-07-31

CORE DEFINITION

In the internet age, whoever owns user relationships (aggregators, e.g., Google/Facebook/Uber) holds the power to control upstream suppliers (content/drivers). Value shifts from the supply side to the aggregation side.

SCAFFOLDING EFFECT

psychology

Reduce cognitive load

- Business endgame: building a platform is more profitable than producing content. If you are a supplier (writer/driver), you must realize that you are working for the aggregator and always be ready to build your own direct channel (DTC).

anchor

Anchor fast decisions

The internet eliminates distribution friction, allowing aggregators to directly control end-user relationships and experience, making suppliers (content, drivers, merchants) easily replaceable; value and bargaining power shift from the upstream supply chain to the aggregation layer that controls demand.

MINIMUM ACTION

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Source support: Explicit

  • link
    stratechery.comhttps://stratechery.com/2015/aggregation-theory/ZH · Explicit
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