It's an interesting time to be an alternative legal service provider (ALSP), a term that in and of itself may be embarking on a slow fade into obsolescence. Some providers have already begun touting themselves as either a "law company" or "new law," identifiers that point to a market where it has become increasingly difficult for the various players to distinguish themselves. How service providers attempt to position themselves in an increasingly crowded market—and one that is fast evolving—will prove critical to their success moving forward. Suffice it to say, it can be a challenge to survive and thrive in the current landscape.