Consumer behavior has changed in that there is a greater sense of globalization which directly impacts the consumer in terms of how they get goods and the types of goods they seek. Industries have had to adjust to this change with more cooperation and willingness to share the marketplace. The interesting dynamic is that on one level, the marketplace has become much larger as the internet has provided a forum where many online businesses can compete. At the same time, industrial giants have been able to collude with one another and utilize the internet to, essentially, challenge these smaller companies. This dynamic has changed the way consumers and industrialists view the marketplace and the consumers within it.