Yep, and I don't mean to underestimate how tough this is for retailers, big and small. If you think of the pace of change over the past couple of decades - it'

Yep, and I don't mean to underestimate how tough this is for retailers, big and small. If you think of the pace of change over the past couple of decades - it's still a relatively short space of time for an entire industry to make a course correction, and realise that no-one cares about the core of what they used to do. At all. They need to create whole new reasons for customers to care, and see value in what they provide. It's definitely a tough industry to be in right now, and a tough problem, but not insurmountable.