I'd just add to what the panellists have already said insofar as to say that fundamentally, the businesses that are providing platforms or services online have to demonstrate a compelling value proposition to the other businesses they're trying to get to come online.
What Google says to companies is this: Get your business online and we think you're going to see returns, we think you're going to drive traffic, we think you're ultimately going to increase your business. And if you don't, and we're wrong, then nothing ventured, nothing gained. In other words, nothing has been lost.