Izzy was full of people who were skewed toward the Asperger’s end of the social spectrum, and there was no better way to get them to start talking th… - Neal Stephenson

Corvallis took to the air and went for a spin on some tempting thermals while the visitors were shown in... He had known them now for forty years and resigned himself to the fact that their appearance did not change over time. He wheeled around them anyway, peering down on them from all angles.
“Calling a meeting of the Societas Eruditorum?” C-plus asked.
“You’re the only member left."

In your high school geology class you probably were taught that all life on earth exists in a paper-thin shell called the biosphere, which is trapped between thousands of miles of dead rock underfoot, and cold dead radioactive empty space above. Companies that sell OSes exist in a sort of technosphere. Underneath is technology that has already become free. Above is technology that has yet to be developed, or that is too crazy and speculative to be productized just yet. Like the Earth's biosphere, the technosphere is very thin compared to what is above and what is below.

The franchise and the virus work on the same principle, what thrives in one place will thrive in another. You just have to find a sufficiently virulent business plan, condense it into a three-ring binder — its DNA — Xerox it, and embed it in the fertile line of a well-traveled highway, preferably one with a left turn lane. Then the growth will expand until it runs up against its property lines.