My recent visit to Aviation Festival in London convinced me again that airlines now understand the importance of digital technology to their business. There is no C-level presentation anymore without citing digital as a strategic priority. However, when it comes to the next level of detail, the clarity disappears. It is obvious that digital technology brings non-linear changes which are simply not understood well by many of the players in the airline space. Humans are simply not very good at dealing with non-linear thinking.