Businesses tend to become less risk-averse when they are confronted with a crisis, as the saying goes, 'necessity is the mother of invention.' Consumers also develop a narrative explaining why they are adopting new behaviours. Periods of disruption, although they introduce variance and instability in the economy, can potentially be healthy in the long-term. I think that the obstacles to technology adoption primarily stem from psychological hurdles, and this is why I find marketing fascinating, as it poses the challenge of converting people in the first place.