Good news is we are already hitting upper limits of how many people we can reach via apps/smartphone/internet.

Limits that in the past 2 decades (of scaling) the people who built these Platforms didn't have to think about. Now they do. And they are coming under serious pressure because they have built out more Supply than there is Demand.

For example, we got the explosive growth of Netflix. Everyone sees that and piles into streaming. When growth slows in one country they immediately move into another and they keep growing until they run out of countries to expand into. So Netflix has been in India (a country advertised as having zillions of consumers) for nearly 10 years now but they haven't found more than 25 million paying subscribers. Learning takes time. And everyone is learning there are limits to growth based purely on the online model.