Does B2B exist?

We tend to think about products and services as being B2B or B2C, but let's be clear about it - it is always human, always a consumer at the very end. B2B is effectively a way to say - that we are developing a product, where we don't get to interact with a human directly. It has its advantages and disadvantages, but understanding it, and keeping it in mind can help when building a long term strategy, and stifle in the short term.

So instead of using "2", I prefer drawing an arrow - "B -> B -> C" for cases when we are once removed from the human customer, and so on.