Econsultancy's Ashley Friedlein opines that the real issues concerning "programmatic marketing" are not man vs. machine, but are, "about business models and the nature of decision-making. Look at Amazon’s retail success. It’s a data-driven behemoth, whose algorithms and programmatic approach to business continue to power its prosperity. Compare this to well-loved brands that have failed despite being redolent with stories and emotional connections, like HMV and Woolworth's. Does this teach us we should submit entirely to the rise of the machines?"