This is interesting on its face, but also as an analogy. My employer is a B2B reseller of computer hardware and software, and this sounds very much like your in

This is interesting on its face, but also as an analogy. My employer is a B2B reseller of computer hardware and software, and this sounds very much like your industry. Cloud services are eating into hardware sales, and manufacturers (e.g., Adobe) are going direct, disintermediating us. There's no sense fighting back, but there's new opportunities for those helping with cloud services, and with managing software licensing and so forth.