Even financial services traditionally characterized by face-to-face dealings with clients, such as investment banking advisory services, have been affected. When Google conducted its initial public offering in 2004, it chose to bypass the investment banking industry, which traditionally underwrites the process of taking a company public.
甚至传统上以面对面与客户交易的金融服务——如投资银行咨询服务——也在受到影响。2004年谷歌完成其首次股票公开发行时，它选择绕传统上负责公司上市股票承销过程的开投资银行。相反，谷歌选择了人人都能参与的电子拍卖。其他公司——如金融研究企业晨星公司（Morningstar）——也效仿了谷歌的做法。这些股票资本市场的“革命”尝试尚未形成燎原之势，但它们的存在已经证明该行业存在颠覆的机会。