"The mar­ket hears about frag­men­ta­tion quite a bit, but its effects can’t be underestimated—even in cat­e­gories that have his­tor­i­cal­ly boast­ed clear­ly defined paths-to-pur­chase. Today, infor­ma­tion is every­where, choice is ram­pant, and even the most tra­di­tion­al con­sumer jour­neys are shift­ing."