The Road to Dynamic Offers. Where are we on the road to Dynamic Offers?

Are airlines making real progress, or is this more vision than reality?

According to T2RL data, nearly a third of the market has now rolled out dynamic availability capabilities. What progress has been made towards this, dynamic/continuous pricing and dynamic offers including partner services. At what point on the journey does dependency on PNRs and Tickets force the issue of a switch to Orders?