The loop diagrams have enormous meme potential, which accounts for half their appeal. That is what a loop looks like when it really is a loop. Company A takes a stake in company B, company B spends on company A’s product, company A books the revenue, another arrow gets drawn. Which is exactly why none of this is the thing the loop diagrams have been alleging. A loop diagram is easier to absorb than hundreds of pages of contracts, disclosures and technical detail.