Hotel Chocolat sells four different bars with 100% cocoa content in its branches, while Swiss company Lindt has 99% cocoa bars in UK shops and supermarkets.

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TripAdvisor offers its content in 21 different languages with more than 60 contributions per minute, which equates to over 30 million contributions in a single year.

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For all the hoopla, the cloud is a work in progress, with different companies offering variations in what they store, and how easy it is to access and share content.

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The new content is rich with lore, and introduces us not so much to a different place in the Dark Souls universe, but to a different time.

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Garrett insists the only way to reach a critical mass of eyeballs is to post content with broad national or international appeal, which would take his news mission in an entirely different direction.

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