anything else. Walking around the Alamo with context delivered to you seems a no- brainer. Having your drive to work continuously informed by extraneous context might be rather trying. And this will also apply to advertising. So while the natural tendency is to see it developing in terms of glamorous consumer applications, its ability to supercharge demonstrability may make it as much a B2B technique, especially in high-value categories – choosing a new fleet, or selecting an architect, for instance. And in consumer goods, anything that lends itself to demonstration will be self- selecting: from the craftsmanship of luxury goods to the efficacy of personal-care products, to the performance of a new SUV to the hip design of a Mediterranean resort. Amazon’s Dash Button is a simple, single-function wireless node that connects to a WiFi network. It serves one