Interesting view. Essentially a vertically integrated firm from the days of yore plus a new integrated customer experience. I like how he's thinking not about

Interesting view. Essentially a vertically integrated firm from the days of yore plus a new integrated customer experience. I like how he's thinking not about supply chain integration and customer experience in isolation. Plus, I totally agree with his comment about how this is difficult, but if mastered, provides a hard to replicate competitive advantage.