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But what's interesting is looking at how these businesses are evolving beyond this first wave of customers.
This line of thinking takes Herzog to sinister places as well: at times, Lo and Behold seems to be stoking fears that our tools are evolving beyond our capacity to control them, which offers an intriguing twist on his usual theme of the indifference of nature.
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Mr Wright's mistake was not his anger at America's past sins but his failure to understand that the country is evolving beyond them.
Personal health and wellness at hotels have been evolving beyond allergy-free pillows, concierge-lead runs and gluten-free menu items.
He was the first – in 1966 – to shrink "rock'n'roll" to plain "rock", ushering in the era of amplified music as an art form that was evolving beyond hormonal Beatlemaniac hysteria.
Now that the world's understanding of Tasmania is evolving beyond simply being the birthplace of Errol Flynn – in no small part thanks to the influence of MONA – it's no surprise that Australian filmmakers are eager to jump on the bandwagon.
He will have to deal with a society that is evolving beyond the constraints of the party state system – and with new tensions, as demonstrated by the ongoing imbroglio around the rock star of Chinese politics, Bo Xilai, in the mega-municipality of Chongqing.
Meanwhile, the UK's Chartered Institute for IT recently warned that Android malware has been evolving beyond the SMS Trojans that text premium-rate numbers from a user's phone, and which have been the most common form of Android malware in the past.
Live mobile video is evolving beyond selfie-stream rants and citizen journalism.
Facebook's augmented reality camera is evolving beyond selfie masks and randomly placed 3D objects to using location markers in the real world that trigger AR experiences in a precise location.
In this sense, Uber is evolving beyond the simple ride-sharing application that GV poured $258 million into in 2013 (a mind-boggling share of the firm's fund at the time).
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com