For example, net pricing is truly weird. Classical economics suggests that a single item bought on a per-item basis will be more expensive than the single item bought in a batch. But next time you're on an airline flight, look around and consider who paid what for their ticket. Chances are that the grandmother who flies once a year paid less than the business traveler who flies over 100,000 miles per year. The lesson is that there is a premium on occasional but utterly reliable users who must use the product in some form or other.
Advantage goes to small players.
The lesson of the last several decades is that systems scale up badly. That is, they deliver useful benefits to small players first, and larger players later. But benefits to teams didn't emerge until the desktop revolution of the mid-80s. And the benefit of PCs to enterprises was elusive until the early 1990s. This has profound implications, for it means that when new information technologies are introduced, the playing field is not level.