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Trust is like a china plate. If you break it once, with some care and attention you can put it back together again. But if you break it again, it splits into even more pieces and it takes far longer to piece together again. If you break it more and more times, eventually it shatters to the point where it’s impossible to restore. There are too many broken pieces, and too much dust.

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Except that once you had broken up, it was much easier to do so again. He ought to know. How many times had he and Charlotte split? How many times had their relationship fallen to pieces, and how many times had they tried to reassemble the wreckage? There had been more cracks than substance by the end: they had lived in a spider's web of fault lines, held together by hope, pain and delusion.

When copies are free, you need to sell things that cannot be copied. Well, what can’t be copied? Trust, for instance. Trust cannot be reproduced in bulk. You can’t purchase trust wholesale. You can’t download trust and store it in a database or warehouse it. You can’t simply duplicate someone’s else’s trust. Trust must be earned, over time. It cannot be faked. Or counterfeited (at least for long). Since we prefer to deal with someone we can trust, we will often pay a premium for that privilege. We call that branding. Brand companies can command higher prices for similar products and services from companies without brands because they are trusted for what they promise. So trust is an intangible that has increasing value in a copy-saturated world.

A good rule of thumb for a lot of things in life is that everything that can break will eventually break. So if many things rely on one thing working, and that thing breaks, you are counting the days to catastrophe. That’s a single point of failure.

This is the problem with illusions: They form easy enough, but once they fall apart, they’re impossible to put back together. They’re like humans in that way.

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