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ChristianKl comments on How long will Alcor be around? - Less Wrong
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If a new cryonics company would spring up than it would have to be a lot cheaper than Alcor to draw customers. Having a stable 40 year history is much more important to a cryonics company than most other companies.
Alcor can ask for high prices to freeze people and thereby raise capital that makes it less likely to fold.
Unless the company had an established record doing other things. If Google got into the cryonics business I would likely transfer my membership from Alcor to them.
I wouldn't. Technology companies have an unusually low expected lifetime, and in any case frequently undergo restructurings to deal with disruptive technologies.
See also gwern's take on the expected lifetime of Google products:
http://www.gwern.net/Google%20shutdowns