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An article in Crain's today addresses disruption (The Endless Disruption Eruption) and Betterment CEO Jon Stein is quoted:
From the Startup Scene: The Wisdom of Crowds
While on the one hand, Web 2.0 technology allows for more personalization (see: Groupon gets personal), on the other hand--at the risk of sounding a little bit like the inside of Mark Zuckerberg's sweatshirt--it also allows for easier leveraging of the value of groups.