The Internet is running out of unique addresses, and big Internet companies like Akamai, Google, and Facebook want businesses to pay attention.

The reason: if businesses continue to ignore the problem, the innovation that has defined the Internet industry for the past 15 years could come to an end.

As Akamai engineering vice president Andy Champagne puts it, "If we don't have ability to issue new IP addresses, next big app that comes online -- Twitter, Facebook -- won't have capacity to get space on the Internet.

Cable and broadband providers can't get new addresses and can't expand to new markets. We'll go from environment that's not constrained technically to one that is constrained technically."

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How can you kill that which has no life?