[rkuodys]

I think that's the opportunity in broader sense. I believe one of the key differentiators in future concentrated markets with well established brands will be trust. If you don't trust Google or MS in your domain - smaller but independent third party provider will be something you gonna look for. Same with forms - if you can establish independent brand which guarantees that payer won't have access to data - that's an interesting position to take and develop a business.