Ceyda is it also a function of the times we live in ODIs to T20, blgnoigg to twitter, essentially dwindling attention spans to answer your last question, very generically, a rapidly changing business landscape could force you to think that if you don't do it now, there's no point doing it at all.. a rapidly changing landscape would also mean that fundamentals of an industry might suddenly change, and so, an ever lasting business proposition might soon become a fantasy one thing i'll agree on though, this is extremely debatable