I'm not sure the majority of customers, repeat type customers that is, will be willing to pay MSRP to a watch manufacturer on an e-commerce site, I won't. There may be a rare special instance but it would not be the norm for me. The relationship built with an AD cannot be recreated online by a watch manufacturer. When spending the big bucks for a list price item, if you will, a customer wants to be treated in a special fashion, something to which an AD is particularly well suited to do. Using video to a greater extent is very important but cannot replace that special relationship or partnership that is established between a merchant and the customer. Possibly working in e-commerce in conjunction with an AD would be a option to begin with, rather than cutting them out. The pandemic has unleashed a flurry of this kind of activity as manufacturers need to find a way to get their product to market, the pandemic won't last forever but the effects will linger forever. Then there is the second hand, previously loved, market. That in itself is another story, just look at the success of the obvious big players currently at the top of the heap. IMO, e-commerce is very well suited, better suited currently at least, to the second hand market. I hope for the long term, continued survival of bricks and mortar businesses that can also evolve/adapt into the new e-commerce world.