So what is the big idea behind this?

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The Sun says several big employers back the idea but the Daily Express is concerned by what it calls a "politically-correct nod to fathers".

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"In 1993, most people didn't know what the Internet is all about, " says Shwed, who sensed the Internet would be big but had no idea it would grow to become as central to modern life as it has.

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But what does matter is you believe you have come up with THE BIG IDEA. The one that could make you a fortune, or make you a hero at work or in your community.

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So the idea here is to give the industry some big carrots to get it to do what makes the most sense for everybody, basically.

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