What’s in it for you?

Interior décor - what’s in that for you? I ask because for years now we’ve been bombarded with info/comment on what a huge opportunity it is for digital printers. And of course it is - the tech can do so much. But when I speak with MDs of large-format print companies, route to market is often a sticking point, with many saying there are easier ways of diversifying and improving turnover. Has the Covid-19 landscape ‘encouraged’ more of you to invest resources in reaching new customer-bases, perhaps for interiors, rather than relying on ‘up-selling’ new print products to your existing (if indeed they do still exist!) customers?