Apple couldn’t get much bigger without selling oil, while the media industry has been reduced to dime-size buttons that show up on iPhone screens. Google regularly announces initiatives to “save” the newspaper and book industries — like a modern-day hunter who proclaims himself a conservationist. And Facebook, having already swallowed up enormous chunks of discretionary media consumption time, has its old-school media counterparts chasing after “Likes” as if they were cocaine being dispensed in a lab rat’s cage.

So it would be easy to think that the Whole Earthers are winning and the Epiphinators are losing. But this isn’t a war as much as a trade dispute. Most people never chose a side; they just chose to participate. No one joined Facebook in the hope of destroying the publishing industry.