Most predictions about commercial opportunities on the information superhighway focus on the provision of information products, such as video on demand, and on new sales outlets for physical products, as with home shopping. (...) The information superhighway brings together millions of individuals who could exchange information with one another. Any conception of a traditional market for making beneficial exchanges, such as an agricultural market or trading pit, or any system where individuals respond to posted prices on a computer screen is woefully inadequate for the extremely large number of often complex trades that will be required."[4]