Indeed during the recent dotcom mania a bunch of quack business writers suggested that the company of the future would be totally virtual -- just a trendy couple sipping Chardonnay in their living room outsourcing everything. What these hyperventilating "visionaries" overlooked is that the market pays for value added. Two yuppies in a living room buying an e-commerce engine from company A and selling merchandise made by company B and warehoused and shipped by company C, with customer service from company D, isn't honestly adding much value.
The pressures on businesspeople to operate in ways that do not conform to the rules of a healthy and authentic community have the effect of rotting out the moral core of the modern business executive. He is encouraged to live a lie — believing one thing but living another; believing that long-term customer relationships matter but operating as if next quarter's EPS is the only thing that really does.