Digitalisation is an inherently cyclical business. It comes in waves. Its domestication always follows the same procedure: a new bit of technology arrives which opens up a new realm of possibilities. This uncharted zone is then hyped full of potential. Its borders seem near indiscernible. Eventually, experience fills the realm of possibility. The technology's comparative advantages gradually assume contours and initial assessments are reassessed. In the end, what remains is a realistic picture of the new application.