The aggregator playbook is about subjugating a swarm.

A consumer app with an ecosystem (a swarm) captured inside of it.

The swarm never knew freedom.

And it's also not necessarily viable outside of it.

A mutual codependency.

It creates something that couldn't have existed before.

But then things that could have existed independently are also pulled into it as it gains momentum.

The aggregator swallows up the free energy in the ecosystem into a less-open environment.

The novelty is captured in a closed-system, not free to be maximally generative.