The document discusses how the field of UX (user experience) design risks becoming obsolete if practitioners do not adapt to changing times. Specifically, it notes that developers, designers, marketers, and business analysts are starting to take on UX work. It argues UX professionals need to widen their perspectives, embrace new disciplines like service design, and focus on timely delivery. The document also questions what UX practitioners should call themselves and proposes they specialize in certain areas like experience strategy, interaction design, or information architecture to stay relevant in a dynamic landscape.