"The consumer game is tougher than pro football and more conniving than chess. One side [industry] invents the rules and the other side [consumers] is left to guess what they are."

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All opening moves were the same, like in chess. You don't have to come up with anything new, there's no point, because you're both after the same thing anyway. The game soon finds its own way and it's only at that point that you need a strategy.

— Paolo Giordano