Look at the world of books nowadays. People just download books. They don't go to a bookstore. Amazon is wiping out Borders and Barnes and Noble. Those are brilliant examples of ephemeralization doing more with less at a better price.
Sometimes it is quite surprising, the emotional intensity of it. I was in NY one day, in Barnes and Noble, and I could see this woman following me around and after a bit I stopped and said 'Hello' and she just looked at me and said: “PLEASE LET EDITH BE HAPPY!”