What a fantastic piece, which connects both FBN and Indigo Ag back to traditional Silicon Valley disruption. In some ways, FBN's value prop is clear: they disrupt the retailer by putting retail online, perhaps with supporting software. Indigo has never been clear to me, nor most of the industry observers I talk to. They seem to be all over the place. Their marketing talks a lot about their Terraton Initiative (it's quite flashy), which is clearly not the foundation fo their business. You presented the most coherent view of Indigo's strategy going forward. I wonder though, if they succeed, whom do they displace? What businesses should fear success by Indigo? Please write more pieces like this.