Tire makers are not sure they can accurately price the wide array of products that they provide. The old feedback loop is too long way too long. Each major reduction in the cost of information shortens feedback loops and makes them more efficient. With online banking, transactions take place instantly and cost about a penny. The same is true for the use of information technology in manufacturing.
Time is often more important than materials.
These systems measure tons, not precious time. This is very complicated. With online marketplaces, buyers will measure success in reduced prices, better service and shorter transaction cycles. Sellers may well wind up measuring success by their continued existence. Winning will not only require an aggressive acceptance of the online environment, it will also require a complete understanding of what it actually costs to make each product.