Which of the following is NOT true about online marketplaces?

In many ways, online marketplaces are the perfect business model. Since they facilitate transactions between independent suppliers and customers rather than take possession of and responsibility for the products or services in question, they have inherently low cost structures and fat gross margins. They are highly defensible once established, owing to network effects.

For example, visitors were significantly more likely to read three 50-word labels than a single 150-word label containing the same text. The size of the letters on the labels and their location relative to the objects also influenced label reading. The more visitors read labels, the more likely they were to stop and look at the objects associated with them.