So physically, effectively, it just means digitizing the physical world, understanding what's happening in the physical world giving that context and priority and then enabling action. 

And I think retail is a very demanding proving ground because of how dynamic stores are, how crowded they are, how much they constantly change. 

And the challenge related to that is that much of the retail technology stack to date has been very highly sophisticated in most areas, except for the physical shelf where shoppers like you and I are making decisions every day about what to buy. 

You know, supply chains are instrumented.