bol.com now also sells second-hand books. This shows that adding value to the lives of people is what it's all about. If a consumer doesn't value a new book more than a used book, brands offer a used item. All retail brands will start doing that. It started with cars, now we have books, what will be next... But even that is just the beginning. In the end brand manufacturers will keep in touch with every product through RFID chips, connected to the internet. The manufacturer won't guarantee the product for years, but it will keep offering (automated) help for years and years. This is the evolution in which not just sender and receiver, but also products lose their anonymity.