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However valuable these services may be the reality of collaboration remains not a technical issue but rather a 'cultural' one. Businesses first have to get used to operating in a more transparent way and sharing information in ways not customary in the past. That infrastructure, he contends, will support not only an individual company but its customers and trading partners as well. Nonetheless, he contends that the latest tools for collaborative commerce are nothing but meaningless adjuncts to an already existing trend. At the moment, however, businesses are more concerned with asking what exactly the metrics and incentives are for them to start creating collaborative value.