When people are tied together, when they are in “communities” they tend to develop shared values, aspirations, and courses of action. The incidence of double dealing, dishonesty, personal gain at the expense of the community gain, are reduced.

An efficient demand chain is just another type of community, it benefits from the collaboration, is able to identify and filter out self interest and hubris, and can deliver value to all participants.

The oxygen of such a community is information, both the quantitative data that can be collected and shared, but perhaps more importantly, the qualitative stuff that accrues with use, personal relationships,  shared obligations, the mutual understanding of peoples idiosyncrasies,  and simply the need to be recognised.