...because they were shipping a digital product via the mail, and a new delivery format arrived. they went from shipping their digital goods physically to shipp

...because they were shipping a digital product via the mail, and a new delivery format arrived. they went from shipping their digital goods physically to shipping their digital goods digitally. It is a good prediction that we will someday be receiving our newly ordered toothbrush digitally, and have it physically printed in your home, but for now we still need physical goods to move from factory-warehouse-home