That diagram is actually way too convoluted considering what Appen actually does. I guess it is intentionally made that way to trick hapless fools into thinking that the business is more sophisticated that it actually is. Appen is a labor recruiting company. It recruits people, through advertisements, and pay them to annotate a list of images, voices and texts. There is nothing more to the business than that. Its competitor was bought out for 7 times EBITDA, and that should provide some guidance as to what the intrinsic value of the business is.
brave souls rewarded today, page-224
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