Thanks Arie, good one.

To reinforce your perspective, I would like to add this section of a 2003 HBR article: [The] Customer Has Escaped:

“Every company makes choices about the channels it will use to go to
market. For instance, traditionally, customer demographics guided the
decision to sell through a discount superstore or a pricey boutique. It
was a fair assumption that certain customer types were held captive by
certain channels. The problem, the authors say, is that today’s
customers have become unfettered. As their channel options have
proliferated, they’ve come to recognize that different channels serve
their needs better at different points in the buying process. The result
is “value poaching.” For example, certain channels hope to use higher
margin sales to cover the cost of providing expensive high-touch
services. Potential customers use these channels to do research, then
leap to a cheaper channel when it’s time to buy. What does this mean for
your go-to-market strategy? The authors urge companies to make a
fundamental shift in mind-set toward designing for buyer behaviors, not
customer segments. A company should design pathways across channels to
help its customers get what they need at each stage of the buying
process. Customers are not mindful of channel boundaries–and you
shouldn’t be either.”

https://hbr.org/product/customer-has-escaped/an/R0311G-PDF-ENG

Arie.