This lecture will focus first on how the modelling of network effects may influence appropriate views on regulation of interconnecting networks, then models of how companies, with a view to restricting competition, can benefit from tying products that are neither complements nor substitutes and next shows how investment strategies can lead to customer loyalty. Particular attention will be paid to ways in which these three mechanisms can benefit or harm the two-sided customer. Flowing from these points, the lecture will conclude with two suggestions on governance responses, one for government and one for consumers