With his reseach field, Ruling Class Studies, Marcell Mars analyses the business strategies, visions, and corporate missions of Google, Facebook, Amazon and eBay (GFAeB), considering the way these firms design technical infrastructures, create rules governing users' access to data and services, and appropriate counter-cultural values and identities. At the core is a comparative analysis with older firms (e.g. Sears, Roebuck and Co, Chicago Edison, AT&T) who have used networks as both an infrastructure and a utility, thus identifying the changes in business strategy fostered by the network form prior to digitalisation, and distinguishing what is new in the behaviour of GFAeB.