Another response to the recent comment encouraging operators to disintermediate themselves from brokers and "middle men"...

Jeremy Bamberg, COO at Factory, argues that disintermediation isn't a future threat but a current reality, driven by operators who truly understand their customers and build differentiated products that speak directly to user needs.

His post emphasizes that when companies design buildings around genuine human requirements rather than just premium locations or features, they can establish direct relationships with end users without intermediaries, reducing friction and barriers. Rather than predicting the disappearance of brokers, he suggests their role is being rapidly reinvented, with successful disintermediation naturally following when the underlying product truly works and resonates with its intended market.