If content providers and content sindication web companies will become profitable, that means other companies will want a pie too and the new web sites will start to appear. Also, it means that there is a profitable niche in this particular kind of content type trafic. And so, anyone can start a website with that content small and try to grow. The more paywalls on old established ones, the better the chances of the new ones, (or for unpaywaled again, old ones) replacing them.
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