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INSIGHT · CONSUMER BEHAVIOUR

Digital Becomes the Default, Paper Becomes the Ask

Across retail and beyond, providers are flipping the default from physical to digital delivery — receipts, records, and even product warnings now arrive electronically unless a customer specifically requests paper. This reverses decades-old accessibility norms where physical formats were the standard and digital was the alternative.

Across retail and beyond, the baseline has flipped: digital delivery is now the default, and paper requires an explicit customer request. This reversal of decades-old norms is reshaping how businesses manage records, receipts, and disclosures—and creating new friction points for less digitally-fluent customers.

Emerging evidence107 external sourcesPublished August 22, 2026Consumer Behaviour

The insight

Organizations that historically issued information in physical form — receipts, product safety warnings, account records — are flipping the default to digital delivery, with paper now something a customer must actively request rather than automatically receive.

Why it matters

Default settings shape behavior at scale far more than stated preferences do; a shift in the default channel for receipts, warnings, and records changes what customers see, retain, and can later prove, with implications for compliance, dispute resolution, and accessibility.

What this changes

The old model
For decades, physical formats were the default across retail and adjacent transactions: printed receipts issued automatically at point of sale, printed or inserted warnings accompanying products, and paper statements or records mailed to customers. Digital versions, where offered, were typically an opt-in convenience layered on top of the physical default.
The emerging model
The default is inverting: digital delivery is becoming the automatic path for receipts, records, and product warnings, with physical copies increasingly requiring an explicit customer request. The related observations span multiple document types and multiple phrasings of the same underlying mechanism, suggesting the shift is not confined to a single retailer type or transaction category.
Who is exposed
Retailers of all sizes, manufacturers with regulatory warning obligations, financial and utility providers issuing statements or records, and consumer segments with limited digital access, digital literacy, or reliable connectivity.
What is driving it
Plausible drivers include cost reduction (paper, printing, postage, and physical storage are recurring operating expenses that digital delivery largely eliminates), sustainability positioning, the maturity of point-of-sale and e-commerce systems capable of capturing email or phone contact at checkout, and a broader cultural normalization of digital records following years of digital banking, e-commerce, and mobile-first commerce. Regulatory tolerance for electronic disclosure in some jurisdictions may also be enabling providers to extend digital-default treatment to legally sensitive content such as product warnings.

Strategic consequences

  1. For chief executives

    If digital-default delivery is becoming standard practice across the sector, delaying the transition mainly preserves a cost structure (printing, paper, postage) that competitors are actively shedding; the more urgent governance question is ensuring the shift does not quietly degrade compliance or customer trust in the process.

  2. For founders

    New entrants building retail, POS, or record-management products have an opening to design digital-default delivery as a first-class feature rather than a bolt-on, but should build opt-in paper fallback into the core architecture rather than treating it as an afterthought.

  3. For investors

    Portfolio companies dependent on print, mailing, or physical-fulfillment infrastructure for receipts, statements, or compliance documents face a structural cost and relevance question worth probing in diligence, independent of whether this specific trend is yet fully confirmed.

  4. For strategy teams

    Strategic planning should map which document categories (receipts, statements, warnings, warranties) are most exposed to this shift, sequence internal transitions accordingly, and build contingency for accessibility or regulatory pushback before it becomes a compliance liability rather than a design choice.

If this continues

If the pattern holds, expect physical formats to migrate from 'standard, opt-out' to 'accommodation, opt-in' across more document categories, with regulatory and accessibility pressure eventually forcing clearer disclosure standards for what digital-default actually guarantees.

What Quettor is investigating next

  • Which specific sectors or retailer categories have moved furthest toward digital-default receipts, and which remain paper-default?
  • Is the digital-default shift for product warnings occurring under existing regulatory frameworks, or does it require new disclosure rules to remain compliant?
  • How does opt-back-to-paper request friction vary across providers, and does that friction correlate with lower actual paper uptake?
  • What measurable cost savings are providers realizing from removing paper as the default, and how much of that saving is being reinvested versus passed to margin?

Evidence base

107external sources
Emerging evidenceevidence strength
Aug 2026detection window

Selected evidence

  1. fiskaly.com

    Electronic receipts in Europe: Regulations, timelines and compliance (2026)

  2. storecove.com

    Digital VAT: Mandatory e-Reporting and e-Invoicing for EU

  3. fonoa.com

    EU E-Invoicing Requirements: Guide for Every Country | Fonoa | Blog

  4. en.wikipedia.org

    Digital Services Act

⌄View all 107 sources
  1. en.wikipedia.org

    1183

  2. storecove.com

    E-invoicing Mandates List 2023 - Global E-invoicing Roadmap

  3. rtcsuite.com

    e-Invoicing in Europe: 2026 Mandates & EU Timeline - RTC Suite

  4. en.wikipedia.org

    Digital Markets Act

  5. billtrust.com

    Billtrust Q1 2024 e-invoicing compliance updates| Billtrust

  6. market.us

    Digital Receipts in Retail Market Size | CAGR of 21.4%

  7. scoop.market.us

    Digital Receipts in Retail Market Growth By Tariff Impact Analysis

  8. market.us

    Digital Receipts Market Size, Share | CAGR of 11.5%

  9. industryarc.com

    Digital Receipts Market Research Report: Market size, Industry outlook, Market Forecast, Demand Analysis, Market Share, Market Report 2024-2030

  10. fiskaly.com

    [Trends 2024] Digital receipt automation and consumer centricity

  11. virtuemarketresearch.com

    Digital Receipts Market | Size, Share, Growth | 2023 - 2030

  12. theretailbulletin.com

    The death of the paper receipt… and what retailers need to do next. | Retail Bulletin

  13. refive.io

    Digital Receipts vs Paper Receipts: What's Best for Modern Retailers? - refive

  14. reverselogix.com

    Operationalizing the EU's 14-Day Right of Withdrawal: What Retailers Actually Need to Get Right | ReverseLogix

  15. channelx.world

    Europe is about to make returns much easier. Retailers may pay the price - ChannelX

  16. privacypolicygenerator.info

    Return and Refund Laws in the EU - Privacy Policy Generator

  17. wpdesk.net

    A New Legal Requirement for Every Online Store in the EU

  18. moderndiplomacy.eu

    How EU Laws Require Businesses to Retain Digital Sales Records - Modern Diplomacy

  19. generixgroup.com

    Electronic receipt: France stands out in Europe

  20. bestcolorfulsocks.com

    TOP 20 DIGITAL RECEIPTS USAGE IN FASHION STATISTICS 2025 – best colorful socks

  21. dataintelo.com

    Digital Receipt Market Research Report 2033

  22. marketintelo.com

    Digital Receipt Market Research Report 2033

  23. theretailexec.com

    How to Implement Digital Receipts For Retail: Strategy, Technology, and Adoption Guide

  24. medium.com

    The Silent Revolution: How Receipt Digitalization Is Transforming Business in 2025 | by adam rogers | Medium

  25. yocuda.com

    Customers Are Ready To Embrace Digital Receipts - Yocuda

  26. openpr.com

    Digital Receipts Market Growth, Trends, and Future Opportunities

  27. cocoa.ethz.ch

    01 Digital Receipt Study Drivers and Barriers to Adoption of Digital Receipts

  28. reports.greenamerica.org

    Skip The Slip — Green America

  29. medium.com

    Everyone wants Digital Receipts, So Why Is the Retail Industry Not Adopting It? | by Sarthak Moghe | HackerNoon.com | Medium

  30. receiptsai.com

    Digital vs Paper Receipts: What Small Businesses Need to Know

  31. business.com

    Digital Receipts in Retail: Benefits, Drawbacks

  32. refive.io

    Mistakes Retailers Make When Offering Digital Receipts - refive

  33. researchgate.net

    (PDF) Barriers to digital payment adoption: micro, small and medium enterprises

  34. publications.iadb.org

    Digital Payments Adoption by Consumers and Firms:

  35. researchgate.net

    (PDF) A Review Of Digital Payment Adoption In Asia

  36. mckinsey.com

    State of consumer digital payments in 2024

  37. bdo.com

    The Regulatory Landscape: A World of Mandates, Models, and Moving Targets | BDO

  38. highradius.com

    Explore e-Invoicing Trends and Market Regulations 2024

  39. e-invoicing-compliance.basware.com

    Redefining Business: The Global Surge of Mandatory E-Invoicing

  40. info.yocuda.com

    The death of the paper receipt… and what retailers need to do next

  41. refive.io

    Why Are Retail Receipts So Long? The Real Mechanics, Europe's New Rules, and What's Replacing Them

  42. yocuda.com

    Consumer Attitudes to Digital Receipts in 2023 yocuda.com

  43. ey.com

    Regulation (EU) 2024/1183 – The New Framework for a European Digital Identity | EY - Greece

  44. fiskaly.com

    Digital Receipt: Compliance, Loyalty, and Beyond [Update 2024]

  45. eur-lex.europa.eu

    EUR-Lex - 02014R0910-20241018 - EN - EUR-Lex

  46. grantthornton.nl

    Major EU developments in e-invoicing and digital VAT reporting | Grant Thornton

  47. eur-lex.europa.eu

    Implementing regulation - EU - 2024/2980 - EN - EUR-Lex

  48. growthmarketreports.com

    Digital Receipt Management Platform Market Research Report 2033

  49. receiptsync.net

    Digital Receipt Storage: Why Paper Receipts Are Obsolete in 2025 | ReceiptSync

  50. botim.money

    Top 9 Benefits of Switching to Digital Receipts in 2024 | PayBy

  51. marketresearchfuture.com

    Digital Receipts Market Share, Size -2035

  52. growthmarketreports.com

    Digital Receipt Management Platform Market Research ...

  53. openpr.com

    Digital Receipts Market to Rise at 16.33% CAGR by 2034

  54. futuremarketinsights.com

    POS Receipt Printers Market Size & Trends 2025-2035

  55. getreceipthero.com

    What It Takes to Go Fully Paperless for large retail chains

  56. sumup.com

    Digital Receipts vs. Paper: What Your Customers Really Prefer

  57. environmentalpaper.org

    Europe: an emptied Packaging Regulation will increase paper packaging | Environmental Paper Network

  58. paperreceipts.org

    Majority of EU Consumers Express Preference for Paper Receipts - PRCA

  59. info.yocuda.com

    WHY DIGITAL RECEIPTS ARE TAKING OFF ACROSS EUROPE

  60. jotamachinery.com

    EU BPA Ban in Thermal Paper: What the REACH Regulation Means for Receipt Paper

  61. delfi.com

    New EU legal requirement - ban on cash receipts with BPA

  62. freshgroupglobal.com

    EU Takes Bold Step to Ban Bisphenol A (BPA) in Food Contact Materials – What This Means for Consumers and the Industry – Fresh Group Consulting

  63. industryarc.com

    Digital Receipts Market: By Distribution | IndustryARC

  64. houseblend.io

    US & Canada E-Invoicing Mandates: 2026 Regulations Guide | Houseblend

  65. blogs.opentext.com

    e-Invoicing mandates: The European Union - OpenText Blogs

  66. fintechfutures.com

    E-invoicing in Europe 2024: a country by country policy overview

  67. mastercard.com

    Embracing a Paperless Future | Mastercard Newsroom

  68. invoicenavigator.eu

    EU E-Invoicing Mandate Timeline 2024–2030 — Every Country Deadline | Invoice Navigator

  69. couponsinthenews.com

    Proposed Law Would Ban Paper Coupons And Receipts - Coupons in the News

  70. greenamerica.org

    Tell Retailers to Skip the Slip and Ditch Toxic Paper Receipts | Green America

  71. toxicfreefuture.org

    Toxic-free receipts: The fight to eliminate endocrine disruptors from everyday transactions - Toxic-Free Future

  72. advocacy.calchamber.com

    Assembly Bill Sets Rules on Paper Receipts, Presents Challenges to Deterring Retail Theft - Advocacy - California Chamber of Commerce

  73. paperreceipts.org

    PRCA Statement on Recent Media Misinformation on Paper Receipts and BPA - PRCA

  74. media.api.sf.gov

    AB 1347 Skip the Slip Office of Assemblymember Phil Ting | AB 1347 Fact Sheet

  75. nbcnewyork.com

    Next Thing That May Be Banned in New York City: Paper Receipts – NBC New York

  76. sjud.senate.ca.gov

    ab 1347 sjud analysis updated

  77. globalnews.ca

    Plastic Bag Ban

  78. info.yocuda.com

    Revolutionise retail in 2024 with digital receipts

  79. transactiontree.com

    The 2025 Digital Receipt: New Consumer Trends - TransactionTree

  80. theretailbulletin.com

    Rethinking digital receipts in omnichannel retail | Retail Bulletin

  81. riverjournalonline.com

    Digital Receipts Are Replacing Paper - River Journal Online - News for Tarrytown, Sleepy Hollow, Irvington, Ossining, Briarcliff Manor, Croton-on-Hudson, Cortlandt and Peekskill

  82. receiptor.ai

    Paper vs Digital Receipts for IRS: What's Accepted in 2026? | Receiptor AI

  83. indexbox.io

    POS Receipt Printers Market Growth Forecast to 2035: Retail Digitalization and Ecosystem Integration Drive Demand - News and Statistics - IndexBox

  84. indexbox.io

    Thermal Receipt Paper Market Growth Driven by 8%+ Annual POS Additions in India, Indonesia, Vietnam Through 2035 - News and Statistics - IndexBox

  85. factmr.com

    Thermal Papers Market Share and Growth Statistics - 2035

  86. businesswire.com

    Study of Digital Receipts Unlocks New Data Trends for Retailers

  87. mofo.com

    European Digital Compliance: Key Digital Regulation & Compliance Developments (February 2024) | Morrison Foerster

  88. innovorder.com

    No more paper till receipts: 4 alternatives

  89. cbsnews.com

    Watch CBS News

  90. xtransfer.com

    How Digital Receipts Are Enhancing Customer Engagement - XTransfer

  91. eyos.one

    Is Time up for Paper Retail Receipts? - eyos retail

  92. eur-lex.europa.eu

    Regulation - EU - 2024/1624 - EN - AMLR - EUR-Lex

  93. ec.europa.eu

    SANTE - Commission proposal banning BPA in food contact materials is becoming law

  94. vatupdate.com

    Ultimate guide on ”Invoicing in the European Union” – VATupdate

  95. en.wikipedia.org

    European Union roaming regulations

  96. signaturit.com

    Mandatory e-invoicing in Europe | Signaturit

  97. zoho.com

    Digital receipts IRS requirements 2025: Complete compliance guide for businesses | Zoho Expense

  98. info.yocuda.com

    Revolutionise retail in 2024 with digital receipts

  99. info.yocuda.com

    Paper Receipts Are Quickly Going Extinct – Are You Ready?

  100. medium.com

    Exploring the World of Digital Receipts: Are They the Future of Paperless Transactions? | by Hassan Dawson | Medium

  101. ingenico.com

    Ingenico | Sustainability in the world of payments: Why digital receipts could be the perfect first step

  102. dieboldnixdorf.com

    Blog: Why Digital Receipts Hold the Future – and Paper Receipts Are a Relic of the Past | Diebold Nixdorf

  103. theretailbulletin.com

    Why digital receipts are powering the next generation of retail media | Retail Bulletin

Full analysis

Key Takeaways

  • The default delivery channel for receipts, records, and product warnings is shifting from physical to digital across multiple retail and adjacent contexts.
  • This reverses a decades-old norm in which paper was standard and digital was the opt-in alternative.
  • The shift spans distinct document types — transactional (receipts), regulatory (product warnings), and administrative (records) — suggesting a broader infrastructural change rather than a single-category trend.
  • Adoption appears uneven across sectors and business scale rather than uniform, indicating the shift is still consolidating.
  • The change raises accessibility questions for customers without reliable digital access, smartphones, or comfort with electronic formats.
  • Regulatory and warranty implications follow from moving legally significant disclosures (like product warnings) to digital-default delivery.
  • The behavioral pattern is currently supported by a cluster of closely related observations rather than by verified, named external reporting reviewed directly here.

Behavioural Analysis

Previous behaviour

For decades, physical formats were the default across retail and adjacent transactions: printed receipts issued automatically at point of sale, printed or inserted warnings accompanying products, and paper statements or records mailed to customers. Digital versions, where offered, were typically an opt-in convenience layered on top of the physical default.

↓

Emerging behaviour

The default is inverting: digital delivery is becoming the automatic path for receipts, records, and product warnings, with physical copies increasingly requiring an explicit customer request. The related observations span multiple document types and multiple phrasings of the same underlying mechanism, suggesting the shift is not confined to a single retailer type or transaction category.

↓

What is driving the change

Plausible drivers include cost reduction (paper, printing, postage, and physical storage are recurring operating expenses that digital delivery largely eliminates), sustainability positioning, the maturity of point-of-sale and e-commerce systems capable of capturing email or phone contact at checkout, and a broader cultural normalization of digital records following years of digital banking, e-commerce, and mobile-first commerce. Regulatory tolerance for electronic disclosure in some jurisdictions may also be enabling providers to extend digital-default treatment to legally sensitive content such as product warnings.

↓

Evidence supporting the change

The reading rests on a set of closely related statements describing the same underlying mechanism — digital-first delivery with physical as opt-in — recurring across receipts, records, and product warnings. No externally sourced items were available for direct review here, so the specific companies, sectors, or geographies involved cannot be independently verified from source content at this stage. The internal corroboration base behind this insight is described qualitatively as substantial, but that scale has not yet been converted into named, checkable examples in this analysis, and the claim should be treated as directionally credible rather than independently confirmed.

Who is affected

Retailers of all sizes, manufacturers with regulatory warning obligations, financial and utility providers issuing statements or records, and consumer segments with limited digital access, digital literacy, or reliable connectivity.

Expected evolution

If the pattern holds, expect physical formats to migrate from 'standard, opt-out' to 'accommodation, opt-in' across more document categories, with regulatory and accessibility pressure eventually forcing clearer disclosure standards for what digital-default actually guarantees.

Supporting Signals

Geographic Distribution

Geographic attribution is not yet captured in the data pipeline for this item.

Evolution Timeline

  • Supporting Signal: Manufacturers increasingly deliver product warnings through digital channels rather than physical media.

    August 6, 2026

  • Supporting Signal: Providers increasingly default to digital record delivery while making physical alternatives opt-in.

    August 9, 2026

  • Supporting Signal: Retailers increasingly replace printed receipts with digital alternatives, with adoption varying by sector and business scale.

    August 10, 2026

  • First observed

    August 21, 2026

  • Last updated

    August 22, 2026

  • Published

    August 22, 2026

Confidence Assessment

40

/ 100 overall confidence

Evidence consistency

62

Source diversity

55

Time consistency

32

The record available for this insight shows it was finalized within essentially a single window rather than reaffirmed across a visibly extended period, so persistence of the underlying behavior over time cannot yet be established from the data at hand, despite a moderate number of detection passes.

Independent confirmation

55

Strategic Implications

For CEOs

If digital-default delivery is becoming standard practice across the sector, delaying the transition mainly preserves a cost structure (printing, paper, postage) that competitors are actively shedding; the more urgent governance question is ensuring the shift does not quietly degrade compliance or customer trust in the process.

For Founders

New entrants building retail, POS, or record-management products have an opening to design digital-default delivery as a first-class feature rather than a bolt-on, but should build opt-in paper fallback into the core architecture rather than treating it as an afterthought.

For Investors

Portfolio companies dependent on print, mailing, or physical-fulfillment infrastructure for receipts, statements, or compliance documents face a structural cost and relevance question worth probing in diligence, independent of whether this specific trend is yet fully confirmed.

For Product Teams

Product teams should treat 'paper on request' as a real user flow requiring the same design rigor as any other feature, including how easily a customer can find and exercise that option, since a hidden or friction-heavy paper request path could create accessibility and regulatory exposure.

For Marketing

Messaging that frames digital delivery as sustainable, faster, or more secure may resonate, but should be tested against the segment that still prefers or needs paper, since alienating that group risks churn among less digitally comfortable customers.

For Innovation

There is room to innovate around the warning and disclosure use case specifically — for example, ensuring digital product warnings are as noticeable and retrievable as physical ones once were, since regulatory scrutiny is more likely to focus on this category than on routine receipts.

For Strategy

Strategic planning should map which document categories (receipts, statements, warnings, warranties) are most exposed to this shift, sequence internal transitions accordingly, and build contingency for accessibility or regulatory pushback before it becomes a compliance liability rather than a design choice.

Full Research

What we observed

The material behind this insight consists of a small set of closely worded observations describing the same underlying mechanism recurring across different document types: retailers defaulting to digital receipts rather than printing them systematically, providers defaulting to digital record delivery with physical alternatives made opt-in, and manufacturers increasingly delivering product warnings through digital channels rather than physical media. This is an important distinction: the pattern is well-attested within Quettor's own aggregation of related statements, but this analysis cannot independently confirm which retailers, manufacturers, or record-keeping providers are actually driving it, in which countries, or at what pace.

What is not present, in the material reviewed here, is named corroboration: no specific retailer, platform, or regulatory action is identified in the inputs, and no dated external reporting was available to anchor the claim to a specific market or time period.

What is changing

The behavioral shift described is a reversal of default settings rather than a change in what information is delivered. Previously, physical formats were the standing default: a receipt printed automatically at checkout, a product warning printed or inserted with the item, and account records mailed or handed over in paper form, with digital versions available as a convenience for those who opted in. The emerging pattern replaces the standing default with digital delivery, and repositions the physical copy as something the customer must actively request.

This is a meaningfully different mechanism from simple offering of a digital option, which had already been common for years. What the recurring observations describe is asymmetry in effort: digital happens automatically, paper requires a request, a phone-line interaction, a checkbox, or an in-store ask. Behavioral economics research on defaults generally shows that shifting the default channel changes outcomes substantially even when the alternative remains technically available, because most people do not override defaults. If this pattern is accurately capturing what is happening across retail and adjacent sectors, the practical effect is a large, largely invisible migration of transaction and safety documentation away from paper, achieved not by removing the paper option but by making it require initiative.

A shift confined to receipts alone would be a fairly mundane retail-operations story about cost-cutting. A shift that extends to product warnings, which often carry legal and safety significance, suggests providers are applying the same default logic to categories where the consequences of a customer missing the information are more serious than a lost proof-of-purchase.

Why this matters

The significance of this shift, if it holds, is threefold. First, it has direct cost implications for any organization still maintaining print, paper stock, and mailing infrastructure for receipts, statements, or inserts; if peers are removing that cost structure, laggards absorb a competitive cost disadvantage. Second, it has accessibility and equity implications: not all customers have reliable digital access, a functioning email address on file, comfortable smartphone literacy, or consistent connectivity, and a digital-default world can quietly disadvantage exactly the customers least equipped to request the paper alternative. Third, and most consequential if the product-warning observation generalizes, the migration of safety and regulatory disclosures to a digital-default channel changes the practical reliability of how consumers are actually warned about product risks — a customer who never checks the relevant email or portal may effectively never receive a warning that a printed insert would have guaranteed reached them physically.

Taken together, the pattern points toward an infrastructural change in how information obligations are discharged across commerce, not merely a preference shift in checkout convenience. That combination — cost incentive, accessibility risk, and regulatory exposure — is what elevates this from a minor operational detail to something worth strategic attention now, before default practices harden into unexamined norms.

How strong is the evidence

The evidence for this insight is best described as internally coherent but externally unverified in this analysis. The number of individual signals feeding this insight is modest but not trivial, and the insight has been reinforced across a meaningful number of detection passes, which supports treating it as more than a single stray observation.

Quettor's internal accounting indicates a substantial base of external corroboration exists for this insight, but that base was not made visible in this analysis, so it cannot be independently characterized as diverse, recent, or geographically specific — it must be taken as an internal signal of credibility rather than as evidence this analysis can itself validate. Additionally, the timing data available shows this insight was finalized essentially in a single window rather than tracked and reaffirmed across a longer visible period, which limits confidence that the pattern has been observed to persist over time as opposed to being newly assembled from recent observations. On balance, this should be read as a plausible, internally consistent, but not yet independently confirmed reading of an emerging default shift.

What we're watching next

Several things would materially change confidence in this reading. Named, dated examples of specific retailers, manufacturers, or regulators formally switching from paper-default to digital-default disclosure would convert this from an aggregated pattern into a documented trend. Evidence of regulatory response — for instance, consumer-protection or product-safety guidance addressing digital-default warnings specifically — would indicate the shift has reached a threshold serious enough to draw institutional attention, which would also clarify how the accessibility risk described above is being managed, if at all. Sector-level and geographic breakdowns would help determine whether this is a broad, cross-industry infrastructural shift or concentrated in a few sectors (large-format retail, e-commerce, financial services) with slower diffusion elsewhere. Finally, direct evidence of customer response — complaint volumes, opt-back-to-paper request rates, or accessibility advocacy commentary — would help distinguish a smoothly absorbed default change from one generating friction serious enough to warrant caution before broader adoption.