Every row fuses a distribution function (commoditized by technology) with a trust function (the real moat). This scores how hard the trust layer is to replace with an open, portable one. The numbers are judgment calls. Edit any cell, retune the weights, and watch the ranking and map move.
A static snapshot of moving systems. E rises when regulators act and V rises as AI gets better at judging content, both pushing rows rightward over time. High D means structurally easy to disrupt. It does not promise it happens soon. That is what the rent axis and who is actually trying decide.