This paper discusses the necessity of collaboration in transport logistics, outlining two contrary case studies (retailer amazon and the small-structured fresh vegetables sector in Austria). We question if an internalization of crucial logistical activities might also lead to an implementation of the basic concept of the Physical Internet (PI). On a first glance, in-sourcing is contradicting the PI mindset as there is only little collaboration in this setting. So far, we consider that especially the PI community should investigate this topic of developments in more detail. If the PI, or the main concepts of the PI, could be realized via internalization as carried out by e.g. amazon, one should think about loosening competition rules. Furthermore, we would like to encourage this discussion together with ALICE via the organization of an event during one of the next ALICE plenary meetings with corresponding representatives on the podium.