The question of whether to open your business amid the COVID-19 pandemic crisis presents the ultimate two-sided market conundrum. The stakes, in this situation, include something far greater than whether your product or service survives in a competitive, free-market economy – the stakes include people’s very lives. I’d like, for a moment, to redefine and reassess how we think about the concept of the two-sided network platform, from a unifying product or service to something less tangible: a psychological state. This consideration will be necessary for any business that hopes to reopen its doors in the era of COVID-19.