The acclaimed NYU business professor's tour de force on the true nature of technology's titans, and what happens next in their struggle to dominate our lives. How high can they continue to rise? Does any other company stand a chance of competing? In his highly provocative first book, Galloway pulls back the curtain on exactly how Amazon, Apple, Facebook, and Google built their massive empires. Galloway exposes the truth about these "Four Horsemen." None of these four are first movers technologically; they've either copied, stolen, or acquired their ideas. Each company uses evolutionary psychology to appeal to our basest instincts.