This chapter explores the challenges and growth of observability tools in modern IT infrastructure, emphasizing the shift towards distributed tracing for effective monitoring in complex software architectures. It discusses major players like Datadog and their pricing strategies, contrasts different approaches to tracing services, and addresses the need for a next-generation tool to streamline observability practices. The conversation also delves into the market dynamics between hyperscalers and ISVs, highlighting the role of standards like Open Telemetry in promoting interoperability and avoiding vendor lock-in.