The role of the VAR was to provide coverage in places the direct sales team couldn’t reach, to help with logistics such as warehousing, stocking, and credit checks, and to provide valuable integration and advisory services as an extension of IT teams to make all these complex boxes actually useful for the customer. But, in this brave new world where the cloud is changing the economics of tech, where there are no boxes, where credit is less of an issue, and where the customer can go right to the public cloud and launch a server benefiting from high levels of automation and reduced complexity, where does the VAR fit in? Why does anyone need a reseller?