Last week I attended the 5th Conference on “Digital Media – Analogue Reality”, a conference series organised by the Federal Insitute for Vocational Education and Training, this time in collaboration with the largest German supermarket corporation EDEKA. This 5th edition focused on learning and teaching environments in commercial occupations. A lot of good ideas from both businesses and vocational schools attracted my attention. However, as shown by the following critical but constructive reflections, there is still much to be done.