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“It won’t have escaped people’s notice that for two streaming services in particular, another option exists. Apple Music and Amazon Unlimited don’t have to make the same appeals to investors that the independent streaming services do. Neither of these organisations is wondering where their next $100 million is coming from and a different approach to the business of conquering music streaming is open to them. At this point, we move from the evaluation of stated business models which is what this article has done so far and move into the theoretical. ”