Flattening or Homoginizing?

I’m most of the way through “The World is Flat” and I’m enjoying it immensely. The most immediate concern I have is his use of flat. Sure, it compliments the vertical/horizontal market speak, and has a nice “Pi is exactly 3” attention grabbing ability, but the process he’s describing sounds more like homogenizing. Markets are using the same tools, same APIs, same currencies and increasingly same languages to the point where processes are the same everywhere. Friedman points out the scientific deficiencies we Americans have (and I agree), but there is that whole biodiversity issue. Does having one universal process really make things better, or is it ripening capitalism for a blight?

I’m intrigued, so I’ll probably have more when I finish. Listening.