From seven-second TikTok videos on our phones, click and collect McDonald’s orders and generous returns policies on our clothes, our modern existence is characterised by the need for speed, ease and flexibility. Convenience is what we expect and what we now demand from technology providers. There was a time when consumers were prepared to wait a year for a software update and willing to pay extra for new features. Today, expectations have changed and been replaced by an expectation of flexibility and the convenience of pay-as-you-go subscription billing methods.