The second part of this paper focuses on how astronomy is likely to evolve as the amount and complexity of data taken grows. We argue that in the future observatories will compete for astronomers to work with their data, that observatories will have to reorient themselves to from providing good data only to providing an excellent end-to-end user-experience with all its implications, that science-grade data-reduction pipelines will become an integral part of the design of a new observatory or instrument and that all this evolution will have a deep impact on how astronomers will do science. We show how ALMA's design principles are in line with this paradigm.