The concept of rebundling refers to the process of bundling multiple software services together in a single app, creating new distribution opportunities and value for all parties involved. This is a cyclical phenomenon where unbundling creates opportunity for rebundling, and vice versa. The rise of messaging interfaces and bot platforms has created a window of opportunity for rebundling, with companies like Facebook, Shopify, and Stripe already leveraging this trend to create new value for customers and each other. By unbundling their services, these companies can simplify manufacturing lines, increase scale marketing and distribution, and create new monetization models. The key takeaway is that partnerships and integrations with emerging platforms can reap rewards that far outweigh the risk, and companies must consider and execute their rebundling strategy to make the most of this trend.