Yet the story of Game is simply the first taste of what the web is doing to global retail – its products happen to be bought by users who migrated quickly to the web. All other specialist retailers are being challenged online: Whittards, to take just one example, is under pressure from specialist tea and coffee retailers such as Teahorse and Kopi, who will send subscribers superb selections every month, and cater to profitable, premium niches yet don’t have the overheads of high street rents and other associated costs. Many consumers simply see that they don’t have the inconvenience of shopping. Where Game led, even the most aromatic of products is set to surely follow.