Who really benefits from a digitally networked society? Big business or individuals? Refer to ‘loop theory’ and the ‘Dunbar number’?

I believe that big businesses are more likely to benefit from a digitally networked society. This is because people use their sites, they are able to connect with millions of people who can give feedback which then the businesses are able to continue to develop their products. This gives the people what they want which means that even more people will begin to use their products and it will keep looping. This means the businesses can draw in even more people and it keeps looping.

How does big business benefit? What commodity do they trade in? Answer: predictive human behaviour. Write out an answer in your own words.