On the flipside, there are a lot of businesses that don't open their digital product to multiple markets or verticals because the cost (in money or focus) is too high. Distribution just got a lot easier, arguably about as easy as it should have been in the first place. If you already have a reasonable moat for your product in a smallish market, going broad is a lot more feasible now. I'm doing it now (with partners who own the core product) and its going very well.