Help or hindrance?

As ever-evolving digital print possibilities catch the imagination of more and more creatives you’d think everyone involved would be chuffed – but of course that’s not the case. After all, if more people in the ‘applications chain’ twig on to the fact that they can buy a printer and start churning out their own printed products, ‘professional’ PSPs aren’t necessarily going to benefit from what is undeniably a massive trend towards short-run/personalised/customised digital print in developing vertical markets. What’s your take?