The Internet Hasn't Killed Middlemen (And It Never Will)
What's a middleman? Someone who takes your profits. Someone who stands between you and your customers. Someone who marks up the product. Yes, a middleman can be all of these things, but, more importantly, a middleman can be useful.
When the internet arrived, there was a lot of talk of no more middlemen. Well, years later, they're still here. It's true, businesses like traditional travel agents and book stores may have taken a blow, but they haven't been replaced by direct sellers. They've been replaced by other middlemen.
Amazon is a middleman.
Kayak is a middleman.
Zappos is a middleman.
Itunes is a middleman.
This new breed of middlemen combines an understanding of culture, technology, and product to bring value to both ends of the supply chain. In fact, that's what middlemen have always done, but as culture and technology change, so must the middleman.
We can bid a fond farewell to the middlemen of old, the middlemen of the old economy and not of the digital, and we can welcome new middlemen with open arms: record labels that focus on live events, e-commerce stores that thrive within e-culture, and many more middlemen who are sprouting up to take the place of their predecessors.
Sure, there are times when middlemen just get in the way, but for the most part they're a valuable part of our economy. The internet has changed a lot of things, but middlemen are here to stay.