Companies which enjoyed a boom in business over the last two years, are the firms now experiencing a slowdown in growth as economies reopen and restrictions ease.
People are no longer stuck at home in quarantine and are swapping a movie on Netflix for a trip to the cinema, going to the shops instead of buying online and returning to the workplace to attend meetings in person.
This is reflected in the markets. Investors have been rotating out of the big stay-at-home winners like Netflix, Amazon and Zoom.
Netflix added more than 36 million subscribers in 2020 and 18.2 million in 2021.
The streaming company said it expects to add just 2.5 million subscribers in the first quarter of this year which is far below the 6.9 million that analysts expected.
Shares in Netflix are down about 45% from their record high in November and are trading at their lowest since April 2020, the early days of the pandemic.
As CNBC put it, Netflix has gone from airing "Squid Game" to becoming a player in it.
Paul Sommerville, CEO of Sommerville Advisory Markets said there has been huge volatility so far this year - and it's still only January.
"What happened with all these companies is that they brought demand forward and the market is now saying, 'Will this demand be sustained?' and we saw from Netflix it isn't sustained," he said.
Amazon is scheduled to report results for its fourth quarter on Thursday. A week ago, the e-commerce giant marked its worst one-week performance in four years when shares fell 12%.
There has been a deceleration in consumer spending which has dented Amazon shares.
However, it has not just dampened consumer demand. Investors are increasingly nervous the Federal Reserve will have to raise interest rates several times this year to tackle high inflation.
A virtual meeting using Zoom Video Communications was a firm fixture in the home office during the pandemic.
As offices begin to welcome workers back, the demand for videoconferencing tools will also moderate.
Investors know it. Zoom has shed 54% of its share price over the past six months.
A new era of flexible work means most will still have the option of pressing the mute button.
In the past week, the company endorsed the Government's Right to Request Remote Working Bill.
"As businesses and offices across Ireland welcome the gradual return of employees, we are encouraged to see the Government continue to endorse the positive learnings from remote and hybrid working over the course of the pandemic," Zoom Government Relations Director for Ireland, Charlotte Holloway, said.
Big tech firms are not the only ones to feel the effects of a slowdown in business.
Parcel delivery company, DPD Ireland, enjoyed accelerated growth over the last two years with the company achieving 2025 revenue targets in 2021.
It has seen a return to more natural numbers since Christmas with the easing of restrictions, which was forecasted. However, figures are still up on the same time last year.
"We expected the decline in online shopping with the easing of restrictions," said chief executive Des Travers.
"However, people have built new habits over the last two years with the convenience of online shopping and the availability of reviews, the variety and price comparisons."
The company is confident for the future.
"We have and continue to invest heavily in our hub, in our people and in our IT to ensure that our customers are receiving the best delivery experience. We believe that those efforts in our service level is helping to retain our new customers," Mr Travers said.
The lifting of restrictions on the hospitality sector has been welcomed by the National Off-Licence Association, even though their members of independent, specialist off-licences will likely see a dip in trade as people return to pubs and restaurants.
Evelyn Jones, Government Affairs Director of NOffLA, said its members saw moderate increases in sales throughout the pandemic, "which was to be expected given the hospitality restrictions in place and which will likely return to pre-pandemic trading levels now with the full reopening of hospitality".
She said many members did find that increases in sales were driven largely by consumers choosing to shop local and support small businesses in their communities - "a trend which we hope will continue".
"We welcome the return to normal trading for hospitality businesses so as to support the wider drinks sector in Ireland which has been severely impacted over the last two years."
The aviation industry was one of the worst affected by the pandemic which grounded planes at airports across the world.
After a torrid two years for the travel industry, things are finally beginning to look up.
"From mid-January the trajectory has been up, significantly up," said Paul Hackett, President of the Irish Travel Agents Association and CEO of Click&Go.
"It's still not back to normal – it's probably at about 50% of what 'normal’ is – but the trend is what we’re looking at, and the confidence and volume of bookings."
Ryanair is ramping up its operations ahead of the summer. It recently announced its largest ever flight schedule out of Dublin airport, with 900 flights a week to 120 destinations.
Many people are looking forward to a holiday abroad but will it mean Irish hotels will miss out on the business generated from staycations?
Tim Fenn, CEO of the Irish Hotels Federation (IHF) doesn't think so.
"The domestic market was a real positive for the tourism industry these last two years, and we expect staycations to play an important part again this year," he said.
"It has been really encouraging to see people enjoy holidays in Ireland and explore destinations right across the island."
Mr Fenn said the IHF is hearing from hoteliers that there has been an increase in booking enquiries since the restrictions were eased and with long haul international flights returning, hotels also expect a gradual return of international visitors.
"The North American golf market, for example, looks particularly strong for later in the year," Mr Fenn said.
"Being one of the first countries to lift restrictions has created increased interest from overseas, and we expect these visitors along with domestic tourists, to be a welcome boost for hotels and guesthouses this year."
