This document discusses how multi-sided platform business models are disrupting existing markets and impacting producers, consumers, and startups. It explores how the platform owner controls demand and supply on the platform, causing producers to become dependent on the platform marketplace and lose customer relationships. Consumers also lose freedom of choice as they are confined within the closed-loop platform economy. Startups are trapped playing the platform's innovation games and have no freedom to go to market on their own. The platform provider exercises significant control over the platform and value exchange through owning identity, logistics, payments, pricing, and marketplace rules.