Rain is considering moving his business from a brick-and-mortar and online establishment to a purely e-business. He is considering this move because the brick-and-mortar business is not receiving sufficient foot traffic to keep it operational, but the online operation is creating significant revenues. By moving his inventory to an industrial building, customers that still want to pick-up merchandise in person may do so, but he will save on the expenses associated with curb appeal. He believes he will also be able to operate the business with fewer people and, when closing time comes, can turn off the lights, close the door and leave, but orders can still be placed due to the 24 -hour nature of the internet. Based on the information given, what is the primary environmental force moving Rain away from a brick-and-mortar establishment to a purely e-business