We have always been interested in how mobile technology can reduce the frictions of time and space and thereby improve the functioning of markets. If the market being improved is that for agri produce, there is no disagreement. Eliminating the middle (wo)man would call forth a wave of approbation. But in the case being reported, the demise of the middle (wo)man is being mourned. May be we will be not looked at as crazy when we talk about a continuing role for the middle (wo)man in agri markets.