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↵1J.B. and G.L.M. contributed equally to this work. In their letter, Bentley and Ormerod (1) argue that established diffusion models based on the saturation of the pool of potential adopters “explains” the adoption and abandonment pattern that we observed (2). As evidence for this argument, they suggest that established models fit the data well. On this basis, they claim that our finding that adoption velocity has a positive effect on abandonment is “unsurprising” (1). This claim is unwarranted, however, because a key assumption of saturation models such as the one Bentley and Ormerod use (see Eq. 1 in ref. …

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