This chapter provides the reader with a perspective from a market participant on market coupling and why it matters. This chapter highlights the importance of accurate, real-time data provision and discusses why liquidity is so vital for market activities. Moreover, this chapter describes how a well-functioning wholesale market can create opportunities for trading and the importance of continued innovation from demand-side flexibility to algorithmic trading to drive forward the ways in which participants can engage in the markets. Finally, this chapter closes by highlighting the overall importance of market coupling for European consumers.