<blockquote>A UK-based entrepreneur, they hope, will decide to open her business in Estonia, use an Estonian bank and pay for some Estonian services, even if the company was only going to be trading in the UK, because she would find Estonia's national infrastructure far easier to deal with than the UK's. In other words, a nation is now competing with its neighbours on the basis of the quality of its user interface. Just as you might switch your bank to one with a better mobile app, the Estonians hope you'll switch your business to a country with an infrastructure that is easier to use.</blockquote>