In the context of user-generated content platforms, the coop model is just such a natural fit. One of the principle questions that made a cooperative model feel relevant is this idea of, “Who's generating value, and who's capturing it?” Under capitalism, it’s people with ownership who end up capturing most of the value. So at a base level, sharing ownership with a company’s users and creators can align incentives. And that can dramatically affect the decisions that a platform makes, and steer it in a way that is to the benefit of the people who actually use it and rely on it. What's Spotify valued at, a billion or more? And they’re completely dependent on musicians to make their platform’s content. Lately though, there has been more awareness that this model is not serving its creators. So where coops pop up naturally is when people are like, "I'm not being served."