This short article describes what Michael B. Horn describes as the "flaw" in 'direct to consumer' (DTC) models of education, as exemplified by the coding bootcamp model. He argues that the model posed no inherent barrier to competition, so competitors quickly arose, driving the price down, and increasing the cost to acquire customers. Finally, traditional educational institutions, with their built-in advantage, moved in. "The DTC flurry is a vivid representation of the transient advantage phenomenon. Even dramatic early success doesn't guarantee a lasting advantage."
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