Russell Southwood, Balancing Act replies:

The shift in the distribution chain I was suggesting was incremental but
inevitably there will be winners and losers. In the developed world, the
losers might all go off and become insurance brokers or colour
consultants or whatever new service jobs come along. But the effect of
shifting a greater proportion of the income to the producers in Africa
might have a gratifyingly disproportionate effect. Especially for goods
that come from "brain power", "creativity" and "bits".