Digital universe is already a reality for most businesses. What varies is how immersed they are into it, but it's undeniable that digital universe is involved with them in some scale. It can be a simple research on Google which displays the business location, pictures and reviews, or it can be a paid traffic campaign the business owner launches on social medias, or even a delivery service for the product the business sells, which only exists thanks to digital means.
A lot of things that were not expected to play out in reality because the innovation keeps getting better and you can even search with an image it tells you exactly were to get that exact product, all is part of innovation people don't have an issue with that but when innovation starts taking peoples jobs that is when you know the sacrifice that comes with accepting innovation, and their are different ways that people use to advertise their business to make it presentable in the outside for people to see.
However, it's not an entirely positive phenomenon at all. It's much easier to fake and manipulate through digital means than physically. You never know if the product you purchased is the one you are going to receive. Regards food delivery through apps, it's a very common situation where I live. And curiously, reviews don't rate such incidents. Or they are also manipulated, or customers just don't care at all...
Business people are always making their products look good and a lot of wonderful reviews so you won't even be able to know wether you are getting the right products or not because people can fake reviews and you can end up buying rubbish just because of those reviews. The moment the reviews are manipulated then if they are noticed they should be reported, so that they don't deceive people that's the correct thing to do but a lot of people might choose to ignore.