The Long Tail is a Facade
The Long Tail is 3 dimensional, it is more of a long facade. Behind each of those points hides an instance of an offering, a system. Some are shallow (Peach) and some are deep (APC Surplus).
Just showing up on the tail (with an agile startup) is not enough. In fact it is wasteful (cognitive hours burnt).
Small, sustainable, branded communication connects to a fellow to human–humans and repels human–robots (those people who like the ads on the L train, or who–at work–don’t offer any more usefulness than a company’s website).