Platform technologies tend to lead to ‘winner takes all’ markets, with success breeding success. Positive network effects accelerate new user adoption on both sides of the platform. For instance, Uber found that by first attracting the most drivers, it could supply a better service to users, which attracted more users, which in turn attracted more drivers and so on. We have an example of this in the property industry. A recent study by Simply Business reveals that around half of residential landlords would only consider using the top branded sites (e.g. Zoopla / Rightmove) in their online lettings process, in preference to niche or less frequently visited sites. Both sites have played a shrewd game of only allowing agents to list properties, which has encouraged agents to use the platform without the threat of disintermediation and driven adoption. In an environment where scale is everything, sometimes it pays to cooperate rather than compete.