The title of Chris Anderson's book The Long Tail refers to a concept he created in 2004 to define what everyone's consumption curve looks like today types of goods. In a world where abundance is the driving force, the Long Tail is a curve in which the tail is very long – in fact it never reaches zero – compared to the head. This, in other words, represents the new consumer phenomenon, fueled mainly by the Internet, where essentially hits are replaced by niches, meaning that a much larger number of products are available and sold – and although each product sells less , is still for sale. “A very, very large number (the products in the queue) multiplied by a relatively small number (the sales of each) still equals a very, very large number. And, once again, that very, very large number is only growing,” says Anderson (24). Before the Internet, Anderson argues, we lived in a scarce, success-driven world. Although people have always had different preferences, in the success-driven world they were stimulated by the market to look for the same type of music, books or even a basic product like flour, because they were constrained by market contingencies such as limited space, resources physical location and distribution bottlenecks. This scenario, according to him, has profoundly changed with the unbridled availability brought by the online world. As a small number of hits began to be replaced by a huge number of niches in the Tail, people realized the benefits this variety offered and began to embrace the unlimited supply. It's easy to understand why the Long Tail meets so much receptiveness: the offer is now much more determined by people's interests and affinities than by geography, which means that the center of the paper... market offers – and, one more time, it's so convenient. Realizing that Americans are much more dependent on technology (and the word “far” is what matters) than Brazilians was surprising to me, because Brazilians have an American-based lifestyle. But here, unlike Brazil, the long tail is already almost the sine qua non of the markets. It is in fact everywhere, as mentioned before: in the purchase of shoes, books, coats, groceries, in the download of music, videos, films, in the production of content for blogs, e-communities, reviews, advice. This list is endless. And what I think is most interesting about my experience is that it shows how easily people can adapt to new environments: I tried it, I liked it, and so I'm still doing it. So, I believe it is only a matter of time before long-tail culture becomes an imperative condition in every country on earth.