MetalSite had entered a business that could not support more than a few companies,and it was unable to become one of the survivors. The lesson from MetalSite's experience it that a reintermediation strategy must add significant value to the supply chain, and the company pursuing that strategy must be able to construct significant barriers that competitors must overcome to enter the business. MetalSite was unable to do either and thus failed. Many other B2B exchange sites that found themselves in similar competitive situations have also failed.