This one has been bubbling up for a while. Go back 2 years and those Big 4 digital practices were really re-skinned IT practices (mainly CRM at core) with a few thinkers hired in to give it a credible 'digital' veneer. At least it have them some time to build, but the real IP was always with the digital agencies. It's taken time for the big consulting firms to 'get' digital - for advisory this is about moving organisations out of bricks n mortar models, enterprise mobility, omnichannel commercial models, changes to pricing, inventory, better supply chain (also enabled by enterprise mobility) and so on. Its not about the web front end -thats the agency stuff. Big 4 in some ways always had an advantage in this - access to senior enough stakeholders, big audit rosters, strong consumer practices. Deloitte and Acn made some strategic hires at the top of the business to make this happen, but they have the tech top offer a one stop shop.