Futurists have imagined the Internet as a separate “cyberspace” and as a force for an idealized marketplace. Business practice and economic theory, however, lead to a different picture. (1) “Always-on” connections bring new interface problems and social skills. (2) Reduced transaction costs and increased economies of scale bring outsourcing, concentration, and globalized economy of focused monopolies. (3) The economies of scope inherent in modular computing systems bring “shallow diversity”: processes and products generated by a common underlying framework. This new picture (...) omits many countervailing factors. Even so, the very existence of alternative scenarios should sharpen questions for research. (shrink)