"disintermediation" is defined as using the Internet "to remove the middleman", a concept which fuelled the dot com bubble as it promised to do away with the expense and inefficiencies of traditional (terrestrial) retail channels. Think Amazon.com.

But the term "disintermediation" has also been used to describe the orchestrated displacement of bank tellers in favor of banking machines. It would seem that this latter usage is incorrect, not only because bank machines (ATMs) are not web-based, but also because the motivation for this displacement is not to reduce costs for customers (as in the case of the Internet model) but rather to increase profits for the service provider.

If ATMs are not an example of "disintermediation" (as this analysis suggests), what is the proper term to describe this strategy of getting customers to do work traditionally performed by the service provider at its own expense?