 One of the key things is the digitization and digitalization of a supply chain catapults suppliers and supply chain facilitators into the front of the customer interface. But it's the level of customer intimacy that digitization provides that is I think the game changer because the level of intimacy is right down to the actual individual. So the predictive component associated with the digital supply chain becomes very real. The data that's created by the digital supply chain is the driver. It's all about demand drivers and how customers are in the position of power as opposed to retailers and brand owners. So we're moving from that old economy to a new economy associated with new business models and new opportunities that this digital supply chain is enabling. I think we all need to keep in mind that a digitized supply chain is not the end game. It's a competitive advantage for a relatively short period of time. The bigger question that all of us need to be asking is how do we optimize the opportunities associated with a digital supply chain but don't get complacent because that's not the end game. The end game is beyond digitization.