Ten years ago the intelligent product model was introduced as a means of motivating a supply chain in which product or orders were central as opposed to the organizations that stored or delivered them. This notion of a physical product influencing its own movement through the supply chain was enabled by the evolution of low cost RFID systems which promised low cost connection between physical goods and networked information environments. In 2002 the notion of product intelligence was regarded as a useful but rather esoteric construct. However, in the intervening ten years there have been a number of technological advances coupled with an increasingly challenged business environment which make the prospects for intelligent product deployment seem more likely. This paper reviews a number of these developments and assesses their impact on the intelligent product approach.