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The best alternative is a decentralized, organized marketplace which in the future will be controlled by merchants themselves. Decisions regarding features and services as well as cost and fee structures will not be forced upon merchants anymore. The concept of a merchant alliance serves as a strong basis to build the organizational structure to define the marketplace. Merchants across the globe become members of this alliance and thus participate in the decision-making process, simply by owning Oryx token and making decisions on the network.