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Paul comes from an eastern-european country where "control" means an Iron Curtain. :D
Think of "control" this way Paul: you own a mall, you got a lot of stores in there. Sure, you cannot FORCE people to buy jewelry or clothes or visit this shop or that, people will make their own decisions. BUT - at least they are in YOUR mall, not the one down the road. So your CHANCES of making $ off all those people in your Mall goes WAY up.
How well you do, how many customers and sales you generate, depends on the quality of your products (your point), how well you sell those products (our point) and all the other little marketing/advertising tricks to make money.
I hope this clears up "control".
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