Interest in using digital before existing research concepts seem to be on the rise in the IS field. This panel is positioned to explore what value lies in labelling our research as digital “x” as opposed to the well-established IT “x” (where “x” can be strategy, infrastructure, innovation, artifact, capability e.t.c). The question this raises is that of how much this contributes novel insight to IS scholarship versus how much this is merely a relabeling of old wines in new wine bottles. The panel is expected to provide conceptual clarity on the use of the digital “x” concept and provide a delineation between this stream of research and existing research. Central among the expected output of the panel is the advancement of suggestions for future research and the critical pitfalls to avoid in doing so.