1) No stock, so no capital employed and zero risk.

2) Shipping, fulfilment and customer services are outsourced: a major drain on customer resource is removed.

3) Stock is held by the printers, so customer is neither responsible for it, required to distribute it or pay for it - until the consumer has!

4) Supply meets demand, effortlessly.

£) Provides customer with the opportunity to monetize its huge collection of images.