Root/Exchange: Will Securitization/Transparency Lead to Democratization/Accessibility?

As services like Shopify (for physical goods) and Jyvepro (for spoken services) further democratize and decentralize the act of selling on the Internet, trends first precipitated by eBay and later amplified by Google Ads, it will be interesting to see whether Root/Exchange, by design or circumstance, becomes a marketplace that exclusively serves the large companies that currently dominate lead transactions, or if it develops over time to mirror the equities markets, which are for the most part equally exploited by large institutional investors and smaller players down to the individual level. In the beginning at least, I imagine it will be restricted to larger players, but if the Root Exchange is designed properly and provides a transparent marketplace, it will become a useful tool for all types of sellers and fully reflect the structure of Internet commerce.

Full disclosure: I do not work in lead generation or online advertising. Feel free to point out any errors of assumption or conclusion in the comments.