By simply being willing to use tools that a programmer might use, to give them the resources of an entire company - but, in their own hands... and with their own ability to add and manipulate any programming.
It is a shame that so many people are trapped in the environments and marketing ... the honeypots ... of companies.
There is a path, many of them... as a programmer... where you can take as much advantage of the resources available to you, as the companies are likely getting from you.
It is a symbiotic relationship that you no longer have to have a lot of money to take some level of control over. Certainly the costs to do it yourself, are cheaper than paying companies to show you information you could and should otherwise have for less*.
Not to mention all of the demands and oversight and predatory management of information; simply because most people are unable to work around it themselves.
Certainly people who work within a company can use company assets to pay-to-play with social media companies not actually designed to be friendly to the average user.
In any event; you do not decide the universe you live in, it is given to you - but that does not make you powerless; in fact, it gives you a playing field to understand on which everyone is playing.
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