This has been demonstrated to be the fact time and time again, yet we still see this erroneous reporting taking place and even gaining acceptance as the model for everyone to follow.

FORBES: Just Tell the "Fracking" Truth

We would further posit that the almost universal current acceptance of this model among cyber security professions also provides an intuitive explanation why so many smart, well-funded people, projects and companies are failing to achieve more meaningful results.

FORBES: Written by David Lowenstein and Risu Na

The results have been terrific: a world-class integrated data platform, expanded consumer and customer databases, online, self-service systems, strengthened product fulfillment, new ways of onboarding customers more quickly, and cultural acceptance of a shared services model leading to 13 consecutive quarters of double-digit million dollar annual operating margins.

FORBES: Want Cultural Change to Stick? Change The Way You Operate

Thus, the broader acceptance of this scheme is likely to drive back growth in agency model and reduce the share of merchant model revenue.

FORBES: Key Drivers To Expedia's $63 Valuation