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But I can’t shake the image of some startup exec getting an email from her newly hired assistant (because the company just raised money, and can thus afford both advertising and assistants) giving a list of candidates for agencies that could run the startup’s first big campaign.

Scrolling through her iPhone, the exec taps on West, opening a new tab in Safari. After giving the site 30 seconds to load, the exec still only sees a random photo and one word of text. She refreshes the page, only to see a different photo and some random percentage signs. Flustered, the exec pecks out a quick email to her assistant, chastising him for not looking to see that clearly this company isn’t doing well — they don’t even have a functioning site!