Notably Facebook and Amazon have long crushed thriving small businesses they see as competitors, leaving little to no room for competition and improvement in the market. For big tech, small competition may be a means to improve their teams and core products, reaching a subset of demographic users. For instance, Instagram while did have a few competitors, dominated the photo sharing market along with Diapers.com which Amazon competed out with their own offerings of service both illustrate how large companies coldly compete out potential markets. Antitrust laws to break up companies are necessary to prevent monopolies and to inspire growth and innovation and for the economy itself to prosper. While large giants are great at offering service, what makes an experience human and touching is the catered brand loyalty consumers have in choice and defining their buying behavior.