The margins go in the consumer's pocket and that of the owner of the services you are consuming + you are consuming higher quality services/products. Also, as the consumer, you pay with your own free time: every time you self check-out, do your own accounting, tax fillings and so on, you are doing (a bit less) work that was done by an employee in the past. So the margins mostly go to the owners of the services you are consuming (i.e. tax haven accounts).