The Second Digital Turn

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In the early 1990s the design professions were the first to intuit and interpret the new technical logic of the digital age: digital mass- customization (the use of digital tools to mass-produce variations at no extra cost) has already changed the way we produce and consume almost everything, and the same technology applied to commerce at large is now heralding a new society without scale - a flat marginal cost society where bigger markets will not make anything cheaper.