Re the crisps sick-making incident…. they were probably from Trago and 2 years out of date. Good article though Chris and I agree that partnerships are for both parties to learn from. So the thrusting, bullish tech company can also learn from the traditional content provider / marketer. It’s not always about dragging the traditional partner into the 21st century… there may be lessons from the past that the tech co would do well to learn.