The great promise of new connected concepts of industry like 'Industry 4.0' is their ability to deliver a historically unparalleled level of responsiveness and flexibility. While modern supply chains are already heavily integrated and designed to be fluid and fast moving, a large swathe of manufacturing still remains beholden to economies of scale, large production runs, and careful preplanning.The Industrial Internet of Things (IIoT) is set to change this by allowing small-batch or even custom manufacturing on a truly industrial scale. With machines whose functions are not set in stone, but flexible and determined by their operating software and with a new form of connectivity bringing industrial engineers, product manufacturers, and end users closer together than ever before. Ad-hoc adjustments to automotive parts, for example, during active product runs or the bespoke manufacturing of custom sneakers become very viable options indeed.Much of this remains a theoretical vision, but IUNO, the German national reference project for IT security in Industry 4.0 demonstrates the new capabilities in action with a secure technology data marketplace running a smart drinks mixer.