" Owners of premium brands can charge more for their offerings, but the owners of two-sided networks want to pay to sellers as little as possible of the money they take in from buyers. The result is an obvious tension. Many platforms, especially when they’re new and trying to build volume and network effects, want to have on board at least one prestigious brand. But as platforms grow, they want to keep more of the consumer’s share of both mind and wallet. "

― Andrew McAfee , Machine, Platform, Crowd: Harnessing Our Digital Future