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Mark Zuckerberg of Meta Platforms visualises his Metaverse as the revenue source of the future. If there is revenue to be had, marketing has to be lurking somewhere close by. So who are its customers? All those who find the internet passe with its limited ability to be truly immersive. As a market offering, the value a metaverse is likely to generate for its “metizens” would be its ability to provide unprecedented immersive experiences, where it would be impossible to tell the difference between the real, the fake and the deepfake.

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