Which path do you intend to take, Nell?' said the Constable, sounding very interested. 'Conformity or rebellion?' Neither one. Both ways are simple-minded - they are only for people who cannot cope with contradiction and ambiguity.
Neal StephensonLike any place in Reality, the Street is subject to development. Developers can build their own small streets feeding off of the main one. They can build buildings, parks, signs, as well as things that do not exist in Reality, such as vast hovering overhead light shows and special neighborhoods where the rules of three-dimensional spacetime are ignored.
Neal StephensonThe franchise and the virus work on the same principle, what thrives in one place will thrive in another. You just have to find a sufficiently virulent business plan, condense it into a three-ring binder โ its DNA โ Xerox it, and embed it in the fertile line of a well-traveled highway, preferably one with a left turn lane. Then the growth will expand until it runs up against its property lines.
Neal Stephenson