I think what you're saying, and I would agree, is that there are many small businesses that don't see the value because they don't understand what's beyond. By accessing the Internet and putting their business online, they're accessing a global market. They don't see how their local product can translate into something that's valuable globally.
So they're reluctant to spend any money. They don't have a guaranteed market. There's a risk there. It's that risk that they're adverse to. They know their own market. They know their own locality. Many small businesses in small towns are quite happy with a retail or a small production where they're selling locally.
It's opening their eyes to that global value chain and being able to systematically get them there with less risk than they would have if they did it on their own. It's about collaboration.