Closing keynote given at EuropeanaTech 2015 at the Bibliotheque Nationale de France, Paris, 13 February 2015. The talk introduced the choices made in embedding digital experiences at the heart of both the Cooper Hewitt's online and in-museum experiences, before positing that these are now the base level for a museum. Much of these choices were made at both the API and interface levels but have impacted the way in which visitors to both the website and museum behave. It closes with a caution that even these changes aren't enough to deal with the challenges of digital-born objects that will increasingly become part of every museum's collection (and hence also pose challenges for national and transnational aggregators like Europeana.