Most people do not easily accept the new, mostly because of the unknown factor that people tend to call fear. It is not only as Fyodor Mikhailovich Dostoyevsky had put it that “taking a new step, uttering a new world is what people fear most.” Even in slight things the experience of the new is rarely without some stirring of foreboding.

In the case of drastic change, like the one information technology has currently imposed on the distribution systems inside every market discussed earlier, the uneasiness is deeper and more lasting. No man is really prepared for that which is wholly new. Everyone has to adjust and every radical adjustment is a crisis in self-esteem. By undergoing through a change people have to prove themselves right. It needs inordinate self-confidence to face drastic change without inner trembling.

In present times, global population is subject to drastic change and has evolved to a population of misfits, unbalanced, explosive and hungry for action. Through action mankind can regain confidence and control, can prove its worth, while at the same time it is actually a reaction against the lost balance. Thus, drastic change is one of the agencies that release a man’s energies, but certain conditions have to be present if the shock of change is to turn people into effective men of action. There must be the abundance of opportunities, and there must be a tradition of self-reliance. This era of technological advancements is probably the most challenging one.

The conditions that prevail today, from the film distribution industry to the ability of people to shop online from Italy while living in Brazil, have created a population subjected to drastic change that it is only a matter of correct timing before plunging into an orgy of action. The issue now is the sacrifices one has to endure in either case. Becoming active and consciously getting involved in any type of action, within any kind of market, the civilized individual has to select a position regarding his/her role in the overall process and sacrifice blissfulness that usually comes from states of ignorance, or apathy.

As Sigmund Freud had written in his book ‘Civilization and its Discontents,’ civilization imposes such great sacrifices on a man’s aggressiveness that we can understand better why it is hard for him to be happy in that civilization. According to Freud, the civilized man has exchanged a portion of his possibilities of happiness for a portion of security.

Although Freud did not discussed the outcomes of distribution and the severe interference of markets to the circulation process, he successfully conveyed that the stages through which a person undergoes before beginning to feel happy entail usually a scary process of unknown outcomes and difficult to comprehend practices. By trying to avoid the unknown consequences of any major change, people prefer to remain in their constant place with or without any control of their destiny, but holding on to the feeling of security in their familiar environment.

But through network connections and progressive learning practices, this practice has already changed. Future generations will be better equipped to judge the present choices vested upon us. The only thing present generations can do before accepting any change offered, is study and research the reasons behind the negative reactions people tend to have when any kind of distribution advancement is introduced to ease their usual routine. It is always an issue of control and respect of choice.