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64     species in Yellow Pages
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Open up a Yellow Pages, and what do you see? The listing of the natural history of a species (of store), its unique identifier (name, voucher number), and where to find it (microgeographic coordinates). Note that once your fingers have done the walking, you still have to go to that species to develop it further, to get what you want from it. At that point it gets personal and commercial. But getting to it, knowing that it is there, that is very public.
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