All the major agencies are trying to work out how they transition from an outdated model into the modern world, Imagine working at Kodak when digital hit the market, why did they not just adapt? Simple their model was fixed and changing it costs a fortune so they just keep playing at the fringes hoping something would change until it was too late. Imagine owning a book store franchise or having a store filled with film cameras when digital hit. You would not want to be in that position would you?